Vincent-Wayne Mitchell of Cass Business School on why firms should maintain or increase advertising spending in a downturn.
Sales & Marketing
Olivier Toubia of Columbia Business School believes that people use Twitter as a way of enhancing their social status, and has conducted a study to prove it. Not only does his research provide firms with insight into what users want from the service (so companies can tune their marketing activity to better meet prospective customer needs), he thinks his study helps us understand how the use of Twitter might evolve in the future.
In these articles, thought leaders from top business schools assess the impact social media is having on business. They look at the effectiveness of social media marketing, of course, and also examine how social media is affecting financial reporting and investor relations.
Scott Neslin of Dartmouth's Tuck School of Business comments on recent changes at J.C. Penney, and particularly its new 'fair and square' three-tiered pricing offering.
In this article, Yale School of Management's Qn magazine speaks with Claire Hughes Johnson, VP of new products, media, and platforms at Google about the role of marketing in launching its new products.