Fit and Authenticity in Sponsorship and other Horizontal Marketing PartnershipsAug 01, 2019
T. Bettina Cornwell, University of Oregon
In a content driven media landscape, it is not surprising that brands partner with their world to tell stories, to communicate their values, and to ride the wave of excitement. How though to find the best partner for this adventure?
Test & Learn: Systematic Process to Validate Results and PerformanceJun 27, 2019
Michael Cohen, Marketing Evolution and Elea Feit, Drexel University
This Lunch Lecture explores the use of Test & Learn framework and how it contributes to data quality and validation.
Why Digital Goods Are Valued Less Than Physical GoodsJun 14, 2019
Carey Morewedge, Boston University
Many digital goods such as souvenir photographs, books, and films are substantive innovations relative to their physical counterparts. Despite this, consumers may ascribe less value to digital than to physical versions of the same good.
Consumers Make Joint Decisions All The Time… What Should Marketers Do Differently?May 14, 2019
Hristina Nikolova, Boston College
Consumers make a lot of joint decisions on a daily basis, but are they likely to make the same choices they would if they were alone?
Challenging the Marketing Status QuoMay 01, 2019
David Gal, University of Illinois at Chicago
Why do businesses fail to adapt as circumstances evolve? In this webinar, David Gal draws on lessons from the history of warfare, business, and science to identify the forces that serve to protect the status quo and how these forces can be overcome.