Marketing Topics

• Reports

  The Economic Value of Meta-Report Cards: The Case of Automobiles

  Oct 25, 2018 Guneet Kaur Nagpal and Rajdeep Grewal , 2018, 18-133-10

  Meta-report cards offer value to consumers and marketers by reducing search costs and sending a quality signal.

• Presentations

  Sustaining Motivation in Customers, Employees, and Yourself

  Sep 14, 2018 Szu-chi Huang, Stanford University

  Customers can be fickle; they abandon great products and established brands. Employees will slack at work. And you—the future leaders—may procrastinate from critical work. Szu-Chi Huang will discuss research that provides key insights into motivating actions, and more importantly, sustaining these actions.

• Presentations

  Shut Up and Listen to Me

  May 02, 2018 Frank Grillo, Chief Marketing Officer, Harte Hanks

  It’s time we start seeing customers in the digital world as the humans they really are; treat them that way; earn their trust by paying attention to what they want and need; and engage them in the conversations they want to have.

• Reports

  The Fateful First Consumer Review

  Apr 11, 2018 Sungsik Park, Woochoel Shin, and Jinhong Xie, 2018, 18-106-04

  A high-quality product has a considerable chance of receiving a negative first review - and the effects are surprisingly powerful and persistent.

• Presentations

  Creating Signature Stories

  Feb 28, 2018 David Aaker, Vice-Chairman, Prophet and University of California Berkeley

  Branding guru David Aaker discusses why signature stories are many times more powerful in communicating strategic messaging internally and externally and how an organization can create, leverage, and manage a story library.