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Marketing

Wondering How Customers Feel about Your Brand?

A new algorithm tracks people’s perception in real time via Twitter.

Data Analytics

Take 5: A Guide to Getting Started and Succeeding with Data Analytics

Kellogg faculty offer advice for business leaders to improve their analytics strategies.

Social Impact

How the NRA Boycotts Force Companies to Walk a Precarious Tightrope

Two Kellogg professors discuss the changing landscape for companies trying to stay neutral in our polarized political climate.

Marketing

How to Design a Stellar Customer Experience

The Zappos of the world are redefining expectations. Whatever your industry, you need to keep up.

Marketing

Trying to Be Persuasive? Here’s What You Are Likely Doing.

A study of product reviews shows how our word choices change when we’re trying to sway others.

Marketing

Podcast: How Music Can Change Our Mood

A Broadway songwriter and a marketing professor discuss the connection between our favorite tunes and how they make us feel.

Marketing

How Businesses Can Best Use Content Marketing to Generate Leads

New research on B2B companies highlights an effective way to bridge the gap between sales and marketing.

Data Analytics

How a Good Analytics Strategy Can Become the Victim of Its Own Success

The best firms “purposely mess stuff up” to get the data they need to grow.

Marketing

Podcast: How Amazon’s Alexa Learns

Plus, an algorithm that can identify new social-media hashtags as they emerge.

Marketing

Take 5: Holiday Shopping

Our faculty explain the reasoning behind some common shopping scenarios.

Marketing

Why Banning E-cigarette Ads on TV Could Backfire

A new study finds that an increase in e-cigarette ads leads to a decrease in traditional cigarette sales.

Marketing

The Science Behind Word-of-Mouth Recommendations

In the age of Yelp, two new studies explore why we offer advice and how it spreads.

Marketing

When Are Consumers Most Likely to Feel Overwhelmed by Their Options?

Research points to four predictors of “choice overload.”

Marketing

Are You Offering Your Children Too Many Choices?

Deciding between an abundance of options leads to less engagement with the final choice.

Podcast: Why Do So Many People Distrust the News?

Plus, how to avoid being duped by fake news yourself.

Marketing

What Is a Brand Really Worth?

A global standard can help executives understand how powerful an asset they have.

Marketing

Podcast: Why Are Rankings and Listicles So Popular?

From “Top 10 Beaches” to “Five Ways to Negotiate a Raise,” the psychology behind effective lists.

Marketing

A New Way for Companies to Measure Consumer Engagement

Brands see value in connecting with customers through meaningful experiences. Research backs this strategy.

Marketing

To Improve Fundraising, Give Donors a Local Connection

Research offers concrete strategies for appealing to donors who want to make an impact.

Marketing

How to Make Ads That Even Savvy Customers Trust

People are more skeptical than ever about marketing—but that doesn’t mean they distrust all of it.