Theodore R. and Annie Laurie Sills Professor of Integrated Marketing Communications, Medill School, Northwestern University
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
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
What’s in your cart? Depends on the device you are using.
Researchers: Rebecca Jen-Hui Wang, Edward Malthouse and Lakshman Krishnamurthi
December 7, 2015