Tuck School of Business | Video

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9:30
John Bell, Global Managing… As part of the Britt Technology Impact Series, CDS Fellow Marco Castillo T'12 sits down with John Bell to talk about how global brands are moving from the experimental phase to the executional phase of employing social marketing. Bell also underscores the importance of mobile and location-based marketing.
5:48
Ray Kerins, VP of… As part of the Britt Technology Impact Series, Ray shares his thoughts about the pharmaceutical industry's use of social technology and also explains how Pfizer has been an early adopter in the space.
9:23
Rod Thorn, Director of… As part of a panel on corporate communications in the age of Facebook, Rod Thorn shares his insights into the corporate communications world of PepsiCo and how embracing social media has had positive outcomes.
5:44
Paul Dickard, VP External… As part of the Britt Technology Impact Series, Paul Dickard of AECOM discusses the use of social technology in corporate communications, especially in regards to sensitive information.
6:18
Global Business Perspectives: Harish… Harish Bijoor, President of Harish Bijoor Consults, Inc., spoke at the 2011 Tuck India Business Conference. In this video, he offers his thoughts on the complexity of the markets and marketing in India.
3:47
Brand Persistence In the first-ever study of brand persistence over varying lengths of time, Tuck professor Peter Golder finds that market-share leaders are more likely to hold their positions during a recession.
3:32
The Walmart Effect Tuck professor Kusum Ailawadis research into the so-called Walmart Effect suggests that competitors need custom approaches in dealing with the discount retailer.
2:59
Lessons from the Recession:… Tuck professor Kusum Ailawadis new research focuses on consumer behavior during the recession, and what their buying habits mean for brands.
3:19
Marketing Employee Well-Being Punam Keller, a marketing professor at Tuck, explains how to improve employee engagement in company well-being programs.
2:24
Brand value and marketing Professor Keller discusses the value of marketing in today's economy. He wants marketers to ask what kind of value are they creating for consumers and how it compares to what competitors are doing. Kevin Lane Keller is the E.B. Osborn Professor of Marketing at Tuck.
2:44
Airline Loyalty Programs Marketing professor Praveen Kopalle explains his research about airline customer loyalty programs. He finds that business travlers prefer tiered loyalty programs those that allow them to earn more perks the more they fly (access to VIP lounges, faster check-in). Leisure travelers, on the other hand, don't care so much about perks or status.
2:40
Emergent Consumers Marketing professor Praveen Kopalle has identified a new demographic of people who are especially good at determining whether products will succeed or fail. These emergent consumers tend to think in rational, experiential terms and have the foresight to predict whether a particular product or service will resonate with the general population.

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