Business Functions: Marketing
Expert Take: Managing the Brand Relationship in Today’s Complex Environment
What happens to brands when there is external pressure to change, and how do brands remain authentic as they evolve? Susan Fournier, Allen Questrom Professor and Dean and Professor of Marketing, offers her expert take.
When Influence Goes Too Far: Social Media’s Effect on the Capitol Riots
In this Insights@Questrom Q&A, Barbara Bickart, Senior Associate Dean of Graduate Programs and Associate Professor of Marketing, explains how influencers shape information and ideas on social media. Her insights reveal how persuasive tactics can lead to drastic events such as the Capitol riots.
Insights Live: How to Engage Consumers Using Social Media
Sit down with Marcus Collins, Senior Vice President for Social Engagement at the Doner Agency, as he shares his insights on the ways organizations can engage their consumers through the use of social media.
Insights Live: Engineering Trust in Online Marketplaces
Steve Tadelis, Sarin Chair in Leadership and Strategy at the University of California, Berkley, Haas School of Business, walks viewers through different ways of increasing consumer confidence in online marketplaces. Each takes an engineering approach to economics: creating testable hypotheses and then using data to actually test them.
What’s The Cost of Opting Out of Internet Cookies?
BU Questrom marketing expert explores how the ability to track our online activity impacts the digital economy.
Insights Live: Leveraging Marketing Information in a Changing Age
Between the abundance of marketing data out there and our constantly evolving environment, how can we leverage and process information effectively? Anne Bailey Berman (Questrom'80), co-founder of full-service market research company Chadwick Martin Bailey, has the answers.
Harvard Business Review: When Do We Trust AI’s Recommendations More Than People’s?
AI continues to enhance the consumer shopping experience. Chiara Longoni, Assistant Professor of Marketing, recently discussed her article published in the Journal of Marketing — based on data from over 3,000 people who took part in 10 experiments: When consumers are seeking functional or practical products, they tend to trust AI's recommendations more than a human's. But the opposite is true when
Insights Live: Data and Insights in Luxury Marketing
High-end retail marketing expert Alan Beck (Questrom’68), Senior Vice President of The Fragrance Group explores when and how to use data and when to trust your gut when making marketing decisions.
What’s The Value Of Your Data To Advertisers — And To You?
New research found that consumers’ actions indicate that they don’t value online privacy nearly as much as they say, that individual tracking data is likely worth significantly less than most imagine, and that publishers and advertisers will be squeezed by changes to online advertising.
