Pricing and Promotions
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.
The Benefits Across Devices of Mobile Search AdvertisingNov 16, 2018 Michelle Andrews, Emory University
Marketers are spending more money on mobile search advertising, but consumers make most of their digital purchases on larger devices. Can mobile reap cross-device benefits?
Using Artificial Intelligence and Blockchain to Unlock the $3 Trillion Mobile EconomySep 14, 2018 Anindya Ghose, New York University
Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than $3 trillion mobile economy. Anindya Ghose will present how firms can harness the nine forces shaping the mobile economy, resolve consumer behavioral contradictions, and delight consumers - all at the same time - with a mobile strategy.
Spillover Effects and Freemium Strategy in Mobile App MarketJun 3, 2018 Yiting Deng, Anja Lambrecht, and Yongdong Liu, 2018, 18-114-06
A freemium strategy can indeed increase sales of the paid version, but firms need to ensure that benefits of paid are sufficiently high to induce upgrades.
The Extensions and Ends of Influence: E-Mail to Exploding DealsApr 13, 2018 Cait Lamberton, University of Pittsburgh
Scarcity is one of Cialdini's most time-honored and consistently-used principles of influence, but does it hold true in digital environments?
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