Getting—and keeping—customer’s attention can be tough. Kellogg faculty offer tips.
Researchers: Mohanbir S. Sawhney, Bobby J. Calder, Michal Maimaran and Eric Leininger
December 6, 2018
New research on B2B companies highlights an effective way to bridge the gap between sales and marketing.
Researchers: Wei-Lin Wang, Edward Malthouse, Bobby J. Calder and Ebru Uzunoglu
February 2, 2018
A global standard can help executives understand how powerful an asset they have.
Researchers: Bobby J. Calder
August 4, 2017
Brands see value in connecting with customers through meaningful experiences. Research backs this strategy.
Researchers: Bobby J. Calder, Mathew S Isaac and Edward Malthouse
June 8, 2017
Soliciting user-generated content can be a powerful way to engage customers.
Researchers: Edward Malthouse, Bobby J. Calder, Su Jung Kim and Mark Vandenbosch
December 2, 2016
Marketing can help address social ills
Researchers: Bobby J. Calder, Richard Kolsky and Maria Flores Letelier
September 1, 2010