Areas of Research

Faculty research and expertise in the Department of Marketing falls into the following areas:

ADVERTISING EFFECTS Faculty Experts
Advertisements are aimed at capturing consumers' interest in what a company is advertising or to buy a product. Using persuasive and engaging communication, companies give the information on a product, idea, or service in the hopes that the consumer will behave in the way they want. Advertisements can be heavily influential in a consumers' buying habits.

Merrie Brucks
Bikram Ghosh 
Yong Liu
Jesper Nielsen
Martin Reimann

 

BRANDING Faculty Experts
All entities-- products, organizations, and persons—are branded when they are perceived to have an identity and a reputation that determines how producers and consumers relate to them. The name of the brand carries a cloud of associations that enables the observer to accept or reject it.

Merrie Brucks
Mrinal Ghosh
Sidney Levy
Martin Reimann
Hope Schau
J
ennifer Savary
Nooshin Warren

BUSINESS to BUSINESS AND MARKETING CHANNELS Faculty Experts
Business-to-business (B2B) describes mutually beneficial relationships between businesses, such as a manufacturer and a wholesaler, or between a wholesaler and a retailer. This can be contrasted with business-to-consumer or business-to-government marketing.

Bikram Ghosh
Mrinal Ghosh
Madhu Viswanathan

CONSUMER PSYCHOLOGY Faculty Experts
Consumer psychology is the study of individuals, groups, or organizations and how they come to consume products, services, experiences, or ideas in order to satisfy their purposes. Consumer and social psychology describe consumers’ motivations, perceptions, cognitions, and actions in relation to goods and services, studying the impact that these processes have on both the consumer and the culture.

Merrie Brucks
Anastasiya Pocheptsova Ghosh
Sidney Levy
Martin Reimann
Jesper Nielsen
J
ennifer Savary

E-COMMERCE AND SOCIAL MEDIA Faculty Experts
E-commerce is a type of marketing tool using computer-to-computer technology in order to buy and sell products or service, this is usually done over the internet. E-commerce also utilizes technology to transfer information important to buying, manufacturing, selling, distribution, and account process inherent to supply chain activities.

Bikram Ghosh
Yong Liu
Anastasiya Pocheptsova Ghosh
Hope Schau

PUBLIC POLICY AND SOCIAL MARKETING Faculty Experts
Understanding the importance of public policy in the marketing industry is pertinent. Not only do marketing professionals abide by regulations, but they also help influence and implement policy. This is particularly important as the rise in social marketing continues. Social marketing is the integration of philosophies like Corporate Social Responsibility into an organization’s business practices. Social marketing is aimed at achieving some goal(s) for social good.

Merrie Brucks
Yong Liu
Jesper Nielsen
Hope Schau
Melanie Wallendorf

PROMOTIONS Faculty Experts
Promotions is one of the four elements of the marketing mix (price, product, promotion, and distribution). Companies use promotions as a way to communicate with consumers and bring attention to products by adding extra values towards the purchase.

Yong Liu
Hope Schau

 

SALES FORCE ISSUES Faculty Experts
Being able to evaluate the impact of your sales force is pertinent in the world of marketing. Each business unit has a number of people and process in place in order to impact sales of a product or service. Business must continually evaluate the progress of their sales force teams, as sales is at the core of success.

Mrinal Ghosh

SERVICES MARKETING Faculty Experts
Services marketing is a business model that focuses on intangible products, like insurance or travel, rather than a physical product. The goal in services marketing is not to get a consumer to buy a product, but rather to do business with a particular organization.

Robert Lusch

SOCIOLOGY OF CONSUMPTION Faculty Experts
In order to better understand consumers, research can be done on different human social behaviors. Understanding how these social behaviors can influence the way a consumer chooses to consume can greatly help professionals target their strategies to specific markets that are influenced by social interactions.

Melanie Wallendorf
Hope Schau

STRATEGY Faculty Experts
Marketing strategy is a company's approach to business that secures and develops profitable customer relationships. It is the process that allows an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable future.

Mrinal Ghosh
Yong Liu
Robert Lusch
Hope Schau
Fred Webster

TECHNOLOGY AND INNOVATION Faculty Experts
Companies use technology and innovation to create new products and services for consumers. Technology is also used to create new paths of communications with customers. Companies can utilize both to differentiate themselves from competitors.

Mrinal Ghosh
Yong Liu
Robert Lusch
Hope Schau
Melanie Wallendorf

 

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