Skip to main content
Official Logo of Columbia Business School
Academics
  • Visit Academics
  • Degree Programs
  • Admissions
  • Tuition & Financial Aid
  • Campus Life
  • Career Management
Faculty & Research
  • Visit Faculty & Research
  • Academic Divisions
  • Search the Directory
  • Research
  • Faculty Resources
  • Teaching Excellence
Executive Education
  • Visit Executive Education
  • For Organizations
  • For Individuals
  • Program Finder
  • Online Programs
  • Certificates
About Us
  • Visit About Us
  • CBS Directory
  • Events Calendar
  • Leadership
  • Our History
  • The CBS Experience
  • Newsroom
Alumni
  • Visit Alumni
  • Update Your Information
  • Lifetime Network
  • Alumni Benefits
  • Alumni Career Management
  • Women's Circle
  • Alumni Clubs
Insights
  • Visit Insights
  • Digital Future
  • Climate
  • Business & Society
  • Entrepreneurship
  • 21st Century Finance
  • Magazine
CBS Landing Image
Faculty & Research
  • Academic Divisions
  • Search the Faculty
  • Research
  • Faculty Resources
  • News
  • More 

Marketing

See the latest research, articles and faculty on the Marketing Area of Expertise at Columbia Business School.

Jump to main content

Latest on Marketing

No articles have been found by those filters.

Pagination

  • Page 1
  • Page 2
  • Page 3
  • Page 4
  • Current page 5

Marketing Faculty

CBS Faculty Research on Marketing

Proceedings of the 2019 Global Business Anthropology Summit

Authors
Timothy de Waal Malefyt and Robert Morais
Date
January 1, 2019
Format
Journal Article
Journal
Journal of Business Anthropology

The second Global Business Anthropology Summit was held May 28-29, 2019 at Fordham University in New York City. The 2019 Summit brought together 160 industry practitioners and academic scholars to build upon the work of the 2018 Summit. The 2019 Summit was explicitly and emphatically forward thinking and action oriented to advance anthropological ideas in business.

Read More about Proceedings of the 2019 Global Business Anthropology Summit

Extracting Features of Entertainment Products: A Guided Latent Dirichlet Allocation Approach Informed by the Psychology of Media Consumption

Authors
Olivier Toubia, Garud Iyengar, Renee Bunnell, and Alain Lemaire
Date
January 1, 2019
Format
Journal Article
Journal
Journal of Marketing Research

The authors propose a quantitative approach for describing entertainment products, in a way that allows for improving the predictive performance of consumer choice models for these products. Their approach is based on the media psychology literature, which suggests that people’s consumption of entertainment products is influenced by the psychological themes featured in these products. They classify psychological themes on the basis of the “character strengths” taxonomy from the positive psychology literature (Peterson and Seligman 2004).

Read More about Extracting Features of Entertainment Products: A Guided Latent Dirichlet Allocation Approach Informed by the Psychology of Media Consumption

Managing Media and Digital Organizations

Authors
Eli Noam
Date
January 1, 2019
Format
Book
Publisher
Palgrave Macmillan

What does it take for success in the media business? Creativity, innovation, and performance, of course. Plus experience and good judgment. However, it also requires an understanding of the principles and tools of management. This book summarizes the major dimensions of a business school curriculum and applies them to the entire media, media-tech, and digital sectors. Its chapters cover—in a jargonless, non-technical way—the major management functions.

Read More about Managing Media and Digital Organizations

Media and Digital Management

Authors
Eli Noam
Date
January 1, 2019
Format
Book
Publisher
Palgrave Macmillan

Being a successful manager or entrepreneur in the media and digital sector requires creativity, innovation, and performance. It also requires an understanding of the principles and tools of management. Aimed at the college market, this book is a short, foundational volume on media management. It summarizes the major dimensions of a business school curriculum and applies them to the entire media, media-tech, and digital sector. Its chapters cover—in a jargonless, non-technical way—the major functions of management.

Read More about Media and Digital Management

Marketing in the Digital Age: A Moveable Feast of Information

Authors
Kristen Lane and Sidney Levy
Date
January 1, 2019
Format
Journal Article
Journal
Marketing in a Digital World (Review of Marketing Research)

Advances in information technology have enabled consumers to connect and communicate as they never have before. This chapter conceptualizes information and the digital machines that enable contemporary connection and communication as being part of a “Moveable Feast.” A brief historical review tracing the impact and evolution of information technology on consumers’ lives and the marketplace is first provided.

Read More about Marketing in the Digital Age: A Moveable Feast of Information

The Brand Language Brief: A Pillar of Sound Brand Strategy

Authors
Robert Morais and Dawn Lerman
Date
January 1, 2019
Format
Journal Article
Journal
Journal of Brand Strategy

When carefully planned, language can be a strategic tool for managing a brand’s communication to target customers and for building brand equity. This paper explains how and why managers should conduct a brand language audit -- a comprehensive inventory of the many and varied linguistic devices used by brands in the category -- and then use the findings from the audit to develop a brand language brief. The brand language brief is a blueprint for crafting a distinctive language for a brand.

Read More about The Brand Language Brief: A Pillar of Sound Brand Strategy

Probabilistic Topic Model for Hybrid Recommender Systems: A Stochastic Variational Bayesian Approach

Authors
Asim Ansari, Yang Li, and Jonathan Zhang
Date
December 1, 2018
Format
Journal Article
Journal
Marketing Science

Internet recommender systems are popular in contexts that include heterogeneous consumers and numerous products. In such contexts, product features that adequately describe all the products are often not readily available. Content-based systems therefore rely on user-generated content such as product reviews or textual product tags to make recommendations.

Read More about Probabilistic Topic Model for Hybrid Recommender Systems: A Stochastic Variational Bayesian Approach

Affective Boundaries of Scope Insensitivity

Authors
Hannah Chang and Michel Tuan Pham
Date
August 1, 2018
Format
Journal Article
Journal
Journal of Consumer Research

People can be surprisingly insensitive to quantities in valuation judgments—a phenomenon called scope insensitivity, which is generally attributed to the operation of affective processes in judgment. Building on research showing that affect is inherently a decision-making system of the present, we propose that scope insensitivity is more likely to be observed in decisions that are psychologically proximate to the immediate self.

Read More about Affective Boundaries of Scope Insensitivity

Building a Multi-Category Brand: When Should Distant Brand Extensions Be Introduced?

Authors
Jeffrey Parker, Kevin Lane Keller, Donald Lehmann, and Martin Schleicher
Date
March 1, 2018
Format
Journal Article
Journal
Journal of the Academy of Marketing Science

When companies plan to build multi-category brands by adding new products to their product lines, two questions loom large: (1) whether and (2) when brand extensions perceived as distant (comparatively dissimilar) from the company’s existing core line of products should be introduced. Since many real-world firms have introduced distant brand extensions, this paper focuses on the second question: when the company should introduce a distant extension within a series of other closer extensions — a decision for which there is little research-based guidance for managers.

Read More about Building a Multi-Category Brand: When Should Distant Brand Extensions Be Introduced?

Pagination

  • First page 1
  • Ellipsis …
  • Page 5
  • Page 6
  • Page 7
  • Page 8
  • Current page 9
  • Page 10
  • Page 11
  • Page 12
  • Page 13
  • Ellipsis …
  • Last page 61

External CSS

Homepage Breadcrumb Block

Official Logo of Columbia Business School

Columbia University in the City of New York
665 West 130th Street, New York, NY 10027
Tel. 212-854-1100

Maps and Directions
    • Centers & Programs
    • Current Students
    • Corporate
    • Directory
    • Support Us
    • Recruiters & Partners
    • Faculty & Staff
    • Newsroom
    • Careers
    • Contact Us
    • Accessibility
    • Privacy & Policy Statements
Back to Top Upward arrow
TOP

© Columbia University

  • X
  • Instagram
  • Facebook
  • YouTube
  • LinkedIn
Back to top

Accessibility Tools

English French German Italian Spanish Japanese Russian Chinese (Simplified) Chinese (Traditional) Arabic Bengali