Marketing

Why Being a Celebrity Is Big Business

In her new book, Columbia University professor Sharon Marcus traces the history of celebrity culture and shows how the biggest stars stay relevant by learning how to manipulate the media of their day.

celebrity culture

Can the ‘Supercharged’ Consumer Save Retail?

digital retailers opening physical stores

Digital retailers can reap significant financial benefits from opening physical stores, according to new research from Wharton and Harvard.

Bye Bye, Barneys? Why Luxury Is the Latest Retail Casualty

barneys bankruptcy

Rising commercial rents and the demise of the department store model pose an existential threat to Barneys and other icons of high-end retail.

Finding the Value in IPOs: Why Customer Behavior Holds the Key

Wharton's Peter Fader and Emory's Dan McCarthy explain why customer-based corporate valuation is a novel -- and very accurate -- way of determining a firm’s worth.

Marketing the Cosmic Crisp: Will Consumers Bite?

Cosmic Crisp, a new apple variety more than 20 years in the making, is hitting stores this fall -- but getting produce to stand apart from similar offerings is not[…]

Tofu or Takeout: Why Eating Healthy Is So Hard

eating healthy

Poor nutrition and obesity are setting records globally despite abundant healthy choices at restaurants and grocery stores. In her new book, food writer Bee Wilson looks at the paradox of[…]

Why Major Brands Are Becoming More Size Inclusive

digital retailers opening physical stores

Experts say the recent boom in plus-size clothing offerings is the result of financial and social pressure that is pushing manufacturers to scramble for a share of this $21 billion[…]

On Betsy Ross and Bad Language: Navigating the New Marketing Minefield

The recent controversy over Nike sneakers sporting a Revolutionary War-era flag raises similar questions to a Supreme Court decision on the use of controversial words as marketing tools, notes the[…]

Comic-Con’s Eisner Awards: Honoring a Long-maligned Medium

The highly successful business of popular culture is based, in part, on a medium that was denigrated and despised throughout much of its history – comic books. Comic-Con's Eisner Awards[…]

Word-of-Mouth Marketing: How to Radically Boost Success

Bringing out the best in customers can lead to an 86% jump in both referrals and the conversion rates for those receiving the message, notes new research.

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