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Research

Marketing faculty engage in impactful, multi-disciplinary, problem oriented academic research. Our research provides new understanding in marketing and related fields. Marketing faculty research is brought into the classroom where it is used to frame, understand, and contribute to better business practices.

In addition to contributing to knowledge and methods in these areas, our work frequently provides direct benefit to businesses across a wide range of industries, individual consumers and consumer groups, and government and public policy makers. Our expertise and input is regularly sought after by leading corporations, governments, and international media including the New York Times, The Wall Street Journal, and the Financial Times.

Marketing faculty focus both broadly and deeply on complex questions that advance the science and practice of the field. Using state-of-the-art theoretical frameworks and methodological tools, they conduct research that is often multidisciplinary or cross-cultural in the following areas, among others:

 
  • Scholars from peer institutions discuss their research with our faculty and doctoral students.
  • Scholars from peer institutions discuss their research with our faculty and doctoral students.
  • Scholars from peer institutions discuss their research with our faculty and doctoral students.
  • Scholars from peer institutions discuss their research with our faculty and doctoral students.

Research themes include:

  • advertising and branding
  • consumer decisions, preferences and choices
  • customer satisfaction and loyalty
  • channels and distribution systems
  • development of better methods for marketing research and modeling
  • pricing and promotions
  • retailing
  • marketing of services
  • marketing to older consumers
  • marketing issues in emerging markets
  • marketing strategy and management
  • new approaches to creating customer value
  • social and reference group influences on consumer choice
  • SENSORY MARKETING
  • visual persuasion