Marketing Topics

• Presentations

  Get Multichannel Distribution (Approximately) Right

  Jun 12, 2019 Kusum L. Ailawadi, Dartmouth College

  With the plethora of choices available today, it is more important than ever for brands to select and organize their distribution channels in a way that delivers the experience shoppers demand, while generating the volumes and margins for everyone in the channel that are needed to sustain the business.

• Presentations

  Poster: Understanding How Social Influence Affects Product Spread with Randomized Experiments

  Apr 15, 2019 Dylan Walker, Boston University

  Word-of-mouth and social influence driven diffusion can be instrumental in launching new products or services, promoting existing ones, nudging behaviors and promoting positive social change. But context is everything.

• Reports

  Multichannel Customer Onboarding

  Apr 11, 2019 Stephen A. Samaha, Irina V. Kozlenkova, Jordan W. Moffett, and Robert W. Palmatier, 2019, 19-115-04

  Marketers know that onboarding is critical. This study offers evidence of the relatively short time window  to build a relationship foundation for long-lasting effects.

• Presentations

  How to Win in a Fluid Channel World

  Apr 05, 2019 David Bell, Co-Founder, Idea Farm Ventures

  David Bell will offer a practical 4-Pillar, 12-Step framework for how brands can win in a world of fluid channel engagements.

• Presentations

  Omni, Multi, Channel, and Consumer: When Is an ‘Omni-Channel Strategy’ a Good Idea?

  Apr 05, 2019 Anne T. Coughlan, Northwestern University

  Implementing a great marketing strategy today appears to necessitate an “omni” approach – in consumer experience, in promotional strategies, and in channel design, structure, and practice. But the call to “omni” marketing in all its forms does not fully explain when and why it will improve overall profitability.