Marketing

New research from Columbia Business School and Aimia shines light on how marketers should invest in building brand value before soliciting data

Amid increased consumer demand for environmentally friendly practices and products, more and more companies resort to fudging the facts.

Columbia Business speaks with Professor Sexton about his early days at the School, how the institution and its students have evolved, and what the future might hold for students of business.

New research from Columbia Business School shows how the order of sensory cues can influence consumer choice

Companies are investing heavily in proactive customer-retention campaigns, but for certain customers these campaigns can be the wake-up call that sends them packing

Companies are investing heavily in proactive customer-retention campaigns, but for certain customers these campaigns can be the wake-up call that sends them packing

For many companies facing public backlash, a name change provides a simple way out, but for some of the world’s biggest brands, changing names is out of the question. For groups like these, Adam Galinsky argues rather than run away from their public perception, they should embrace it.

New research from Columbia Business School shows that offering customers a chance to switch to better plans may not always be the right customer-retention strategy

Criticism of the campaign logo dominated social media conversations around Hillary Clinton’s 2016 presidential bid. But logos are just a small part of a brand, and by the time election day rolls around, #logogate is likely to be long forgotten.