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Marketing

Smarter Ads for Smartphones: When They Do and Don't Work

Press Release | July 15, 2014

Study demystifies effectiveness of smartphone ads; offers marketers tips

Topics: Marketing, Media and Technology | Read Article

Raining? Twitter Wants to Help Sell You an Umbrella

Media Mentions | June 12, 2014 | Marketplace Radio

Prof. Oded Netzer says that marketers are now focusing less on varying their advertising for different groups of people and more on varying their advertising for different environmental conditions such as weather.

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What Elite Universities Can Learn from High Fashion

Media Mentions | June 11, 2014 | Marketplace Radio

Prof. Mark Cohen says that elite universities, like high–fashion designers, must find a way to reach more people while still retaining their status of exclusivity and without diluting their brand.

Topics: Marketing, Organizations | Read Article

Top 10 CMO Insights from Economist Conference

Media Mentions | May 28, 2014 | Forbes

At The Economist’s annual CMO conference, David Rogers, executive director of BRITE, told the audience that “a human plus a computer beats a human or a computer every time.”

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Sears Could Cash in on Private-Label Brands

Media Mentions | May 18, 2014 | The Globe and Mail

Prof. Mark Cohen says that appliance brands such as Kenmore and Craftsman are “damaged assets” that keep losing value and may struggle to find a buyer after the sale of Sears Canada.

Topics: Marketing, Organizations | Read Article

Consumers May Not Know They’re Getting Knock-Offs at Outlet Stores

Media Mentions | May 14, 2014 | BuzzFeed

Prof. Mark Cohen says that the lack of regulation defining the use of the word “outlet” allows merchandisers to engage in potentially misleading marketing practices in which new lines of lower–quality, made–for–factory goods are passed off for standard, full–priced products at a discount.

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Will There Be a Need for CMOs in a Sci-Fi Future?

Media Mentions | May 12, 2014 | Forbes

David Rogers, executive director of BRITE, says that in a world of customer networks and digital platforms, marketing officers must find ways to address and engage consumers on a one–to–one basis across a diverse range of new media.

Topics: Marketing, Media and Technology | Read Article

Why CMO Leadership Is Essential to Data-Driven Marketing

Media Mentions | April 29, 2014 | Forbes

David Rogers, executive director of BRITE, discusses the major leadership challenges faced by CMOs as companies strive to adapt to and take advantage of social media, analytics, and the data revolution.

Topics: Marketing, Media and Technology | Read Article

How Big Data Helps Chains like Starbucks Pick Store Locations -- An (Unsung) Key to Retail Success

Media Mentions | April 24, 2014 | Forbes

Prof. Mark Cohen says that proximity to customers is as essential for brick and mortar stores as “air, food and water are to each of us as human beings.”

Topics: Marketing, Organizations | Read Article

America’s Picky Eaters Are Overhauling the Restaurant Industry

Media Mentions | April 17, 2014 | The Huffington Post

Prof. Sheena Iyengar’s research shows that when confronted with too many product choices, consumers are less likely to make a purchase.

Topics: Marketing, Strategy | Read Article