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, 18-102-01
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.
The Long Reach of Sponsorship: How Fan Isolation and Identification Strength Jointly Shape Sponsorship PerformanceSep 28, 2017 Marc Mazodier, Conor M. Henderson, and Joshua T. Beck, 2017, 17-123-09
For brands with global ambitions, sports teams with a large diaspora of strong fans may offer a promising sponsorship investment.
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
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