Marketing Topics

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.

Firm’s Management of Social Interactions

In this session, Dina Mayzlin will present a framework for the different roles firms can use to manage social interactions.

The Impact of Device Used in Digital Paths on Deadline-Driven Purchase Decisions

Based on three years of StubHub data, this study shows higher conversion rates for PC-only than for mobile-only consumer path. Device-switching spells trouble for purchase likelihood, but higher sales per transaction.