Brands and Brand Equity
Consumer Decision Making in the Age of Nearly Perfect Information: Implications for MarketersApr 18, 2016 Itamar Simonson, Stanford University
How are the Internet, emerging technologies, and social media platforms transforming the ways consumers make decisions and evaluate product and service quality? Itamar Simonson will offer new insights and will explore their far-reaching implications for marketers, including the role of brands, loyalty, positioning, and market research. He will present a framework that can help marketers understand which product and service categories are most influenced by these changes and and how marketers need to adapt with them.
Winning Consumer-Driven Brand Loyalty in an Age of “Opt-Out”Apr 01, 2016
Webinar featuring Gerald Smith, Boston College
Led by millennials and high income buyers, customers are seizing control of brand relationships, using online and mobile tools to opt-out of or alter their relationships with brands.
5 Things I Know About Marketing – Dartmouth’s Kevin Lane KellerMar 13, 2016
"The customer is not necessarily 'always in charge'," says Dartmouth's Kevin Lane Keller. "The fact is, only some customers want to get involved with only some of their brands and, even then, only some of the time. It’s important for marketers to face that reality."
How to Dance with Big Data and User DisruptorsFeb 26, 2016 Koen Pauwels, Özyeğin University
Social media offers a wealth of data, which comes in a variety of forms and huge volumes in fast updates. But how accurate is this big data, and how can we…
Building Brands Through Data-Driven EngagementFeb 26, 2016 Mindèl Klein Lepore, Worldwide Director – Global Digital Marketing, Colgate Palmolive
Given the rapidly increasing fragmentation of media, engaging consumers in new and meaningful ways is more important than ever for marketers. With the…
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