Marketing & sales

Pokémon Go was a smash hit this summer. But did it also provide a glimpse into the future of consumer marketing?

Before Lin-Manuel Miranda and his hit show Hamilton were on Broadway, he was working to create buzz, connecting with the public through an active social media presence, particularly on Twitter. His savvy use of social media serves as a case in point in how to engage multiple audiences.

Nearly 90,000 youths have been tested for HIV/AIDS, 200 peer educators have been trained and youth behavior has changed significantly as a result of viewing MTV Shuga media.

Darden Professor Luca Cian’s research shows that when a static image implies movement, it’s more likely make an observer inclined to act.

Customer lifetime value, or CLV, refers to the single lump-sum value a firm can presently apply to future cash flows derived from a customer relationship and is a critical metric in an age of ubiquitous subscription services.

Darden Professor Kim Whitler breaks down the brand positioning of presidential campaigns and explains why some are more successful from a marketing standpoint.

From “Tippecanoe and Tyler, Too” in 1840 to “Change We Can Believe In” in 2008, the use of branding in presidential campaigns is almost as old as the United States itself. In fact, from a marketing perspective, presidential candidates are not so different from consumer products.

Big data has transformed the way we do business. It’s changing the game of marketing to the point that long-held maxims are no longer true.

Vertical position matters in marketing communications. Recent research shows a new finding about verticality: Deciding whether to place promotional content higher or lower is especially important when the appeal of a product — from sports cars, food items and health care products to any number of tangible or intangible