How the sequential nature of online reviews affects product ratings.
To tap consumers' best ideas, customize an idea generation platform to fit their level of knowledge.
Choose shopper marketing tools with care — some can backfire.
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.
The mere act of writing about a past experience of power can lead us to appear more confident and powerful to others.
Placing greater trust in one's feelings can help us forecast future events.
Antitrust laws aim to protect consumers and spur innovation by fostering competition, but in some industries ingenuity thrives under monopolists.
Online social networks enhance users' self-esteem — and lower self-control.
New research from Olivier Toubia shows why people use Twitter and points to how firms should capitalize on the social media platform.
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.
Can retailers prompt customers to splurge by cultivating relaxation?
Create successful anti-obesity campaigns by employing targeted, not broad, messages.
Target marketing efforts in networks — online and off — by identifying and predicting how multiple relationships form.
Data mining yields many returns for marketers.
Drive up revenue with a three-part pricing plan that capitalizes on consumers’ affinity for free goods.
Find the best tradeoff between customer service capacity and pricing by calculating the extent to which long lines affect sales and revenue.
From the Archive: A model uses game theory to predict how changes to the electoral system could shift campaign strategies and ad spending — and alter election results.
Forecast how much customers will use a service and whether they will renew a contract by considering underlying motivation.
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.
New research reveals how labels trigger cognitive and emotional processes underlying decision making.
To be happy in the long run, set ambitious rather than modest goals.
Play games: use a modified form of poker to more accurately predict consumer preferences.
Marketing techniques that encourage consumers to feel “ownership” of products before making a purchase can backfire.
Strategic Marketing Management is an intensive and comprehensive program designed for executives who want to develop a more strategic and disciplined...
In times of economic uncertainty, strategic accounts are a company's most valuable asset. The ways in which they are identified, nurtured, and...
Prof. Sheena Iyengar says that when overwhelmed with too many product options, consumers avoid comparing complex factors such as label claims and nutrition information and base their choices on familiarity and price.
Iris Henries, associate dean, chief marketing and communications officer, discusses Columbia Business School’s new branding campaign.
New Columbia Business School study says a time delay between payment and consumption can reverse the positive effects a discount provides consumers
JCPenney is hiking prices to make room for dramatic Valentine’s Day discounts, a move that Prof. Mark Cohen claims is an attempt to bring back the store’s former customer base.
The article features the Center on Global Brand Leadership’s presentation of Prof. Schmitt’s new book, The Changing Face of the Asian Consumer.
Ijeoma Arum ’14, Melissa Foo ’14, Sara Huneke ’14, and Matthew Wilkes ’14, students in Prof. Ketty Maisonrouge’s Design & Marketing of Luxury Products Master Class, developed an innovative launch strategy for Balenciaga’s new boutique. The class is offered in partnership with Parsons The New School for Design.
Video and summary report now available for talk by Yosuke Honjo, President & CEO of ITO EN (North America) Inc., "The Un-sweetening of America: ITO EN's Contribution to the Beverage Market"
Prof. Mark Cohen discusses promotions that create the most value for both shoppers and retailers this holiday season.
Prof. Gita Johar’s research finds that the “conditioned superstitions” people develop in response to good luck can increase the illusion of control, offer psychological comfort, and even boost performance.
Prof. Damon Phillips says that the brand Chipotle has built around organic, locally–sourced ingredients may become a point of tension as the company starts to grow.
David Rogers, Executive Director of BRITE, notes that “for the first time, advertisers can place ads not just against a media property but against our collective conversations.”
The article features research by the Center on Global Brand Leadership that finds showrooming is not as prevalent as traditional retailers fear.