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Marketing

In Mobile Marketing, the Value Is in the Journey, Not the Destination

Feature | September 24, 2014

New research in location-based mobile marketing shows it’s not who you know or where you’re going that matters, but how you get there.

Topics: Marketing, Media and Technology | Read Article

Selling Sense

Feature | August 20, 2014

Topics: Marketing | Read Article

Leading Opinion Online

Research Brief | August 05, 2014

Topics: Marketing, Media and Technology | Read Article

What Makes an Idea Creative?

Feature | June 19, 2014

If you want your idea to be innovative, you need to hit the right mix of novelty and familiarity, a new study shows.

Topics: Data Analysis, Innovation, Marketing | Read Article

Putting Up with Poachers

Feature | December 17, 2013

A new study suggests that sometimes it may be best for large companies to allow competitors to free ride on sponsored search ads.

Topics: Communications/Media, Marketing | Read Article

Five-Star Pricing

Feature | November 27, 2013

A new model helps firms make the most of online review sites.

Topics: Marketing, Operations | Read Article

Choosing Health — and Wealth

Feature | November 07, 2013

Topics: Business Economics and Public Policy, Decision Science, Healthcare, Marketing | Read Article

Do Delays Undermine Discounts?

Feature | November 07, 2013

Price promotions can be a double-edged sword, new research shows.

Topics: Marketing | Read Article

On Information Distortions in Online Ratings

Research Brief | September 30, 2013

How the sequential nature of online reviews affects product ratings.

Topics: Marketing, Operations | Read Article

Music Makers and Market Breakers

Off The Shelf | August 30, 2013

In a new book, Damon Phillips dives deep into the history of jazz to share often surprising lessons about how new markets rise and fall.

Topics: Entrepreneurship, Marketing, Organizations, Strategy | Read Article


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Columbia Business School’s alumni magazine connects alumni with each other and the School; celebrates alumni milestones and accomplishments; and chronicles the impact of Columbia Business School alumni, faculty members, and students on the global business landscape.

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