Marketing
January 6, 2017
How to Ensure Your Great New Product Reaches the Right Customers
Don’t neglect distribution-channel strategy: “disaster lurks around the corner if you don’t pay attention.”
Anne T. Coughlan
January 5, 2017
When Companies Tweet, Investors Listen
Posting negative news on corporate social media might make investors uneasy and lead to bad press.
Michael J. Jung, James Naughton, Ahmed Tahoun and Clare Wang
December 2, 2016
Take 5: Tips for Maintaining Your Self-Control During the Holidays
There’s a tendency to overdo it, but Kellogg researchers offer ways to stay disciplined.
Miguel Brendl, Rima Touré-Tillery, Loran Nordgren and Kelly Goldsmith
December 2, 2016
People Are Tweeting about Your Products. Will It Boost Sales?
Soliciting user-generated content can be a powerful way to engage customers.
Edward Malthouse, Bobby J. Calder, Su Jung Kim and Mark Vandenbosch
December 2, 2016
The Hidden Benefits of TV Drug Ads
Patients and taxpayers benefit from controversial direct-to-consumer pharmaceutical advertising.
Michael Sinkinson and Amanda Starc
November 2, 2016
Reviving a Brand That’s Lost Its Luster
Return to your roots, rally your team, and emerge a stronger brand.
Timothy Calkins
November 2, 2016
How Millennials Are Discovering Music
To woo listeners, music platforms should get personal.
Kent Grayson and Libby Koerbel
October 10, 2016
When Companies Praise Good Behavior, They May Encourage the Exact Opposite
Why giving customers credit for altruistic purchases can backfire.
Maryam Kouchaki and Ata Jami
October 6, 2016
Concerns about Scarcity Make Us Want to Be Better People
When we think we have too little, we will spend more on self-improvement.
Kelly Goldsmith, Ali Tezer and Caroline Roux
October 3, 2016
Podcast: Think You Understand Why Ideas Go Viral? Big Data May Change Your Mind
From tweets to scientific discoveries, human behavior is surprisingly predictable.
Dashun Wang and Duncan Watts
September 13, 2016
Remaking Marketing Organizations for a Data-Driven World
A Q&A with United Airlines’ CMO on how to avoid becoming “an artifact of a prior era.”
Thomas O'Toole and Eric Leininger
August 1, 2016
Understanding Power Dynamics Will Make You More Persuasive
How powerful you feel affects the messages you convey—and the ones you want to hear.
David Dubois, Derek D. Rucker and Adam D. Galinsky
August 1, 2016
Companies Brag about Being Innovative. Should They?
Certain circumstances make customers wary of innovative brands.
Kelly Goldsmith, Jeffrey S. Larson and B. J. Allen
July 18, 2016
Podcast: Did That Online Sneaker Ad Entice You to Buy? It’s Hard for Marketers to Tell.
Many measurement techniques are flawed. Kellogg and Facebook researchers share what can be done.
Brett Gordon, Florian Zettelmeyer, Neha Bhargava and Dan Chapsky
July 7, 2016
Can Neuroscience Make Your Message Stickier?
A cutting edge technique pinpoints how our brains react to fear appeals in marketing.
Moran Cerf, Eric Greenleaf, Tom Meyvis and Vicki G. Morwitz
July 1, 2016
Hate Commercial Breaks? Here’s Why You Shouldn’t
There’s a hidden value to ads during TV shows.
Song Yao, Yuxin Chen and Wenbo Wang
June 8, 2016
Three Tips for Designing a Startup’s Marketing Plan
Even in R&D-focused industries, you don’t need to rely on a heavyweight to swoop in and buy your innovation.
Katie Arnold
June 7, 2016
Does Opening an Outlet Store Hurt Existing Sales?
New research challenges the notion that lower quality product lines dilute your brand.
Gonca P. Soysal and Lakshman Krishnamurthi
May 9, 2016
Shh! Don’t Tell the Customers that Their Solar Panels Will Save Them Money
Green marketers should stick to a single message. But which one?
Kelly Goldsmith, George E. Newman and Ravi Dhar
April 4, 2016
5 Ways to Authentically Engage Your Customers
To improve your customer engagement strategies, “Ask not how you can sell, but how you can help.”
Mohanbir S. Sawhney
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