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Why Marketers Should Care about Taste, Touch and Smell

Press Release | July 20, 2015

New research from Columbia Business School shows how the order of sensory cues can influence consumer choice

Topics: Marketing, Strategy | Read Article

How to Make Online Dating Work

Media Mentions | June 14, 2015 | The New York Times

Research by Professor Sheena Iyengar compares shopper buying habits to online dating when given many options.

Topics: Marketing, Media and Technology | Read Article

This Is Michelle Phan's Plan to Create the next Generation of YouTube Stars

Media Mentions | June 01, 2015 | Fortune

Professor Bob Dorf says that there is no question that viral marketing can work as Michelle Phan’s YouTube success illustrates, but can it work predictably, and does it provide a sustainable advantage?

Topics: Marketing, Media and Technology | Read Article

F. A. O. Schwarz Didn’t Have to Die

Media Mentions | May 28, 2015 | Fortune

Professor Rita McGrath authors op-ed asserting FAO Schwartz held on too long to a losing business model and should have developed revenue streams around providing a truly magical experience like its neighbors American Girl Place and Build-A-Bear.

Topics: Leadership, Marketing, Strategy | Read Article

Why Engagement Is the Key to Turning Customers into Promoters

Media Mentions | May 16, 2015 | Forbes

Professor Bernd Schmitt is cited as a speaker at CX week sharing thought leadership on creating customer “experience.”

Topics: Marketing, Strategy | Read Article

The Ideal of Luxury

Media Mentions | May 13, 2015 | The New York Times

Professor Ketty Maisonrouge says the private experience and one-on-one exclusivity resonates most for high net worth individuals.

Topics: Marketing | Read Article

Customer Retention Efforts Can Often Backfire

Media Mentions | April 29, 2015 | MediaPost.com

Research by Professor Eva Ascarza found contacting customers with proactive retention campaigns can have the opposite effect and encourage customers to switch companies.

Topics: Marketing, Strategy | Read Article

WHEN IT COMES TO RETAINING YOUR CUSTOMERS, SOMETIMES IT’S BEST TO LEAVE THEM ALONE

Press Release | April 28, 2015

New research from Columbia Business School shows that offering customers a chance to switch to better plans may not always be the right customer-retention strategy

Topics: Marketing, Media and Technology, Strategy | Read Article

9 Ways to Make More Money at Work

Media Mentions | April 28, 2015 | Money

Research by Professors Daniel Ames and Malia Mason shows providing a range instead of a single figure during salary negotiations garners better results.

Topics: Marketing, Strategy | Read Article

Columbia University Business Class Gets Celebrity Insight

Media Mentions | April 12, 2015 | New York Post

Entertainment executive John Sykes, actress Drew Barrymore, news executive Jeff Zucker and filmmaker Ed Burns are cited as guest speakers in Professor Jarrod Moses’s marketing class.

Topics: Marketing, Media and Technology | Read Article