Insights into Marketing Transformation
Our primary capabilities lie in marketing transformation within digital and social domains. In the digital domain, our faculty research seeks to answer questions such as how digital products, social media, and online environments impact purchase, consumption, and product innovation; how consumers and firms respond to new digital technologies, digital communications and digital business models; how marketing actions affect online consumer behavior and lift company performance; and what drives marketing effectiveness and customer engagement. In the social domain, our faculty research questions how social factors influence consumers’ choices and how these factors can be leveraged to strengthen relationships between firms and consumers, improve individual and societal wellbeing, and support health, sustainability, and innovation.
MARKETING NEWS AT D'AMORE-MCKIM
Amazon recently opened a convenience store that allows shoppers to use their smartphone apps to make product selections and leave the store without paying a cashier. Bruce Clark examines the future impact this kind of automation may have on commerce for News@Northeastern.Read More
In the following post, D’Amore-McKim School of Business Professor Koen Pauwels explains how lean startup methodology can alleviate potential big data complications.Read More
Yakov Bart, assistant professor of marketing at the D’Amore-McKim School of Business was recently named to the Poets&Quants for Undergraduates Top 40 undergraduate business professors list. Bart’s placement on the list highlights his commitment to bringing real-world experience and relevance into the classroom. Read More
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