Create successful anti-obesity campaigns by employing targeted, not broad, messages.
Can retailers prompt customers to splurge by cultivating relaxation?
From the Archive: Negotiators who rely on their feelings often come out ahead.
Choose shopper marketing tools with care — some can backfire.
New research from Olivier Toubia shows why people use Twitter and points to how firms should capitalize on the social media platform.
Target marketing efforts in networks — online and off — by identifying and predicting how multiple relationships form.
Placing greater trust in one's feelings can help us forecast future events.
Noel Capon talks about how firms can retain and grow their most valued customers by shifting from country-based account management to global account management.
A viral marketing campaign, like OfficeMax's Elf Yourself program, can do great things for brand recognition. But how well does that translate into direct sales? Adjunct professor Ava Seave blogs about how to set the right expectations for viral marketing.
Drive up revenue with a three-part pricing plan that capitalizes on consumers’ affinity for free goods.
Forecast how much customers will use a service and whether they will renew a contract by considering underlying motivation.
Ties on online social networks can help create more content — and ad revenue.
Even tiny ads — with almost no information — can be effective for certain products.
Marketing techniques that encourage consumers to feel “ownership” of products before making a purchase can backfire.
Play games: use a modified form of poker to more accurately predict consumer preferences.
New research reveals how labels trigger cognitive and emotional processes underlying decision making.
Corporate social responsibility, says Ray Fisman, can help companies earn consumers' trust, and perhaps even higher profits.
To be happy in the long run, set ambitious rather than modest goals.
What could be a better basis for determining your firm’s degree of customer orientation than the behavior of your CEO?
When it comes to life's biggest decisions, we make our choices harder than they may really be.
Online social networks enhance users' self-esteem — and lower self-control.
Find the best tradeoff between customer service capacity and pricing by calculating the extent to which long lines affect sales and revenue.
Coax consumers toward higher quality by offering a dense set of choices.
Antitrust laws aim to protect consumers and spur innovation by fostering competition, but in some industries ingenuity thrives under monopolists.
In times of economic uncertainty, strategic accounts are a company's most valuable asset. The ways in which they are identified, nurtured, and...
Strategic Marketing Management is an intensive and comprehensive program designed for executives who want to develop a more strategic and disciplined...
The article cites research by Prof. Kivetz that finds anticipating long–term regret leads consumers to buy pleasurable products rather than practical necessities.
Prof. Cohen comments on CEO Ron Johnson’s attempt to reinvent JC Penney.
The article cites research co–authored by Prof. Johnson that examines how governments should design policies regarding organ donors.
Congratulations to Students representing the Columbia University IDEAcorps Team
The article discusses four unconventional ideas for brands, which were presented at the BRITE ’13 conference.
The article covers final student presentations from the Design and Marketing of Luxury Goods Master Class taught by Prof. Maisonrouge.
A consumer is on his smartphone, skimming the headlines and checking movie times at his local theater. A car ad appears at the top of his browser screen. Is such a small ad, coming when his attention is divided, effective?
Two Columbia Business School faculty members have received 2012 Dean’s Prizes for Teaching Excellence in an Elective.
Prestigious Award Recognizes Scholarly Contributions in Consumer Behavior
Privacy and Policy Statements | © 2008 Columbia University, 3022 Broadway, New York, NY 10027 (212) 854-5553