Mike Lewis and David Schweidel of Emory University and Yanwen Wang of the University of British Columbia in Vancouver co-authored a study that found negative political adverting is more effective than positive political advertising in senatorial campaigns.
For analytical sleuths like Michael Lewis, associate professor of marketing, and Michelle Andrews, assistant professor of marketing, the impact of branding is everywhere, from major league teams to politics.
Reward programs are ubiquitous in modern business, but how much is known about their potential to backfire? Goizueta’s Mike Lewis thinks companies should handle loyalty programs, like customers, with extreme care. His research[…]
Assistant Professor of Marketing Daniel McCarthy in partnership with Peter Fader, a marketing professor at Wharton, presented a new method of valuing publicly-traded retailers that focused on customer retention.
Don’t assume to know what your customer is thinking. You need to understand how different purchasing “mindsets” influence decisions, then market accordingly. The data is all there and Goizueta’s Ryan[…]
Goizueta faculty, using rigorous methodologies, focus on researching important problems that affect the practice of business. The following is a sample of recently created new knowledge. To learn more, please visit goizueta.emory.edu/faculty.