Marketing Topics

Marketing Science Intensive: Getting Attribution Right for Your Bottom Line

P.K. Kannan presents the fundamentals of model-based attribution and how to implement this approach to increase sales volume conversion and efficiently allocate marketing resources.

Eliminating Managerial Bias for Developing Premium (Versus Economy) Products

Research finds that managers making product development selection decisions are biased against low-end, low-priced economy projects in favor of premium, high-priced projects, even when there is no economic benefit to them. 

Selling New Products: What Really Works

Michael J. Ahearne, University of Houston

Mike Ahearne will discuss best practices for selling new-to-the-world products that have important implications for both marketing and sales leaders.

Selling New Products: What Really Works

Successful companies approach the challenge of selling new-to-the-world products in a different way than they do existing products. Mike Ahearne will discuss these best practices that have important implications for both marketing and sales leaders.

Everyone, Everywhere, and Always: The Who, Where, and When of Visual Information Influences on Decision-Making

Claudia Townsend will draw on her research on visual processing and consumer psychology to highlight the core ways in which aesthetics can aid marketers and consumers.