Developing Open Minds in MarketingMar 13, 2020
Gerald Zaltman, Harvard Business School
Today’s disruptive marketing environment demands an open mind. Harvard's Gerald Zaltman identifies several qualities of an open mind and ways of putting them into practice.
How to Mine Social Media for Consumer InsightsMar 06, 2020
David Schweidel, Emory University
David Schweidel, Emory University, teaches how marketers can leverage social media data to derive customer insights. He discusses how consumers’ social media activity can be used to evaluate marketing efforts, monitor brand health, and craft content for brands’ social media posts.
Tools for Understanding Consumer CultureMar 06, 2020
Sharon Shavitt, University of Illinois, Urbana-Champaign
Sharon Shavitt, University of Illinois at Urbana-Champaign, presents research findings and insights to help marketers develop strategies that work in diverse cultures, based on understanding global and regional cultural differences.
Creating Optimal Marketing Budget Allocation: With and Without DataMar 05, 2020
Koen Pauwels, Northeastern University
Northeastern's Koen Pauwels presents the basic principles, applications, and caveats for "optimal" marketing budget and spending allocation rules, including how to intuitively apply a key formula even in the absence of data, and how and where quantitative data and analysis adds to managerial intuition.
How to Use the “4 Minds” Framework of Customer Decision Making for Business ImpactMar 04, 2020
Ryan Hamilton, Emory University
Emory University Professor Ryan Hamilton presents the "4 Minds" framework -- a practical tool for understanding and applying the science of decision making to better anticipate needs and serve customers.