Marketing
The Secret of the Barbie Movie’s Marketing Success
Barbie is a genuine phenomenon, reaching $1 billion in worldwide box office in only three weeks on the strength of legions of pink-clad moviegoers. We asked Yale SOM’s Zoe Chance, a former Mattel brand manager, about the movie’s marketing and message.
What’s at Stake on Social Media?
Sprinklr CEO Ragy Thomas discusses how social media is reshaping companies.
How Can Marketers Get a Message through the Noise?
Linda Kaplan Thaler, former chairman of Publicis Kaplan Thaler, says that to make an impact, advertisements must be funny, concise, and intensely focused.
Can I Ask You a Question?
We have learned to be skeptical of claims by advertisers. Can a question evade our defenses?
What Is the Impact of Big Data?
Yale SOM’s K. Sudhir on how data analytics can change management, in marketing and beyond.
How Do You Market to Millennials?
If millennials haven’t yet reshaped your products and marketing, says Christine Barton of BCG, they will soon.
Five Lessons from the 2015 Customer Insights Conference
The rise of the millennial generation and the explosion of mobile technology have permanently changed the landscape for marketers.
Can Guilt Make You Happy?
Two new studies from Yale SOM’s Ravi Dhar suggest that a touch of guilt can be a powerful tool for marketers.
Rethinking Marketing and Customers: Lessons from Behavioral Economics
Four experts gave a wide-ranging overview of how insights from behavioral economics are being applied in governments, businesses, and other organizations.
Can Online Reviews Be Trusted?
The online, user-generated review is a boon for consumers—a chance to sidestep promotional claims and get an honest assessment. But as soon as reviews appeared online, fake reviews followed. A study co-authored by Professor Judith Chevalier looks at the prevalence of fake hotel reviews and tests a hypothesis about who might post them and why.
How Do Marketers Sell Christmas?
The holiday season is a time for joy and family and a staggering amount of shopping. In a video interview on UCD Smurfit’s Faculty Insights series, Professor Damien McLoughlin says that marketers make those sales by taking advantage of our holiday impulses, including the drive to be cheerful.
