The Effect of Price Rank on Clicks and Conversations in Online Search AdvertisingJan 29, 2018 Mengzhou Zhuang, Jongkuk Lee, Eric (Er) Fang, and Xiaoling Li, 2018, 18-102
One of the first studies to show how product price influences consumers’ responses to display ads.
5 Must-reads from Dartmouth’s Kusum AilawadiJan 15, 2018
Each month we feature a new reading list and commentary from one of our Academic Trustees – the best thinkers, teachers, and researchers in marketing today.
What Should Marketers Read? 3 Selections from UMD’s Wendy MoeSep 18, 2017
Reading list for marketers, curated by our Academic Trustees
Anticipating Customers’ Next StepsAug 07, 2017
How marketers can fully capitalize on smartphones' expanded potential to improve mobile campaigns and customer experiences
5 Things I Know About Marketing – Scott McDonald, The ARFJul 19, 2017
"Marketers often live inside their own brand bubble, imagining that consumers are paying much closer attention than, in fact, they are," says ARF President Scott McDonald. "At best, people are paying partial attention. . . . This is one of the reasons why advertising needs to be sustained."
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