Markets and Marketing Strategy
Competitive Advertising on Brand SearchFeb 27, 2019 Andrey Simonov, Columbia Business School
Andrey Simonov will discuss research that examines the effectiveness of competitive advertising on brand search using a large-scale randomized ad allocation on Bing.
Managing Multichannel (yes, MULTI!) DistributionNov 29, 2018
Kusum L. Ailawadi, Dartmouth College
Kusum Ailawadi will present metrics, tools and frameworks for managing multichannel distribution and illustrate applications with case studies she and her co-author have developed.
Managing Brands in an Online World Using Minimum Advertised Price (MAP) PoliciesNov 16, 2018 Ayelet Israeli, Harvard University
Ayelet Israeli will demonstrate how minimum advertised price (MAP) policies enable manufacturers to effectively monitor and enforce their policies to protect their brands online.
How to Succeed in Emerging MarketsAug 29, 2018
Jagdish Sheth, Emory University
Emerging markets including China and India are the next growth opportunities for most products and services, yet many companies fail in emerging markets despite great brands and high-quality products. This webinar will discuss eight marketing strategies for business success in these markets.
The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless DisruptionAug 09, 2018
Barbara Kahn, University of Pennsylvania
We are just witnessing the start of the radical changes in retail that will revolutionize shopping in every way. In this webinar, Barbara Kahn will examine the companies that have been most successful during this wave of change, and offers fresh insights into what we can learn from their ascendance.
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