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Generative AI
Advertisers collaborate with generative AI to co-create digital ads, with...
Insight JungYun Han et al.  
Marketing Strategy
How can Marketers better leverage User generated content
Insight Rajeshwari Krishnamurthy et al.  
Marketing Strategy
Numerical presentation shapes consumer behavior and marketing strategy.
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Marketing Strategy
The "Voice Numerosity Effect”: When hearing different voices narrating a...
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Who should care about the Facebook ad boycott?
Insight Advertising   31 Jul 2020 Vasilis Theoharakis, Nikos Mylonopoulos, and Pavlos Vlachos
Targeted Ads: The Good, the Bad, the Unavoidable
Insight Advertising   28 Apr 2018 Kimberly Rotter
Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?
Case Study Advertising   01 Apr 2018 Berkeley Haas Case Series
Rocket Fuel: Measuring the Effectiveness of Online Advertising
Case Study Marketing Strategy   01 Jul 2017 Berkeley Haas Case Series
Annie's: Growing Organically
Case Study Brand Management   03 Feb 2014 Berkeley Haas Case Series
Ambient Communication: How to Engage Consumers in Urban Touch-Points
In-Depth Digital Marketing   01 May 2010 Rossella Gambetti
Where’s the Fine Print? Advertising and the Mortgage Market Crisis
In-Depth Advertising   01 Nov 2009 Vanessa Perry, Carol Motley
Ad Lib: When Customers Create the Ad
In-Depth Advertising   01 Aug 2008 Pierre Berthon, Leyland Pitt, Colin Campbell
De-Marketing Obesity
In-Depth Brand Management   01 Aug 2005 Brian Wansink
WorldCom: 'Generation D'
Case Study Digital Marketing   30 Nov 2004 Berkeley Haas Case Series
The Three Faces of Consumer Promotions
In-Depth Marketing Strategy   01 Aug 2004 Hans Grande, Priya Raghubir, J. Inman
Stealth Marketing: How to Reach Consumers Surreptitiously
In-Depth Marketing Strategy   01 Aug 2004 Jack Kaikati, Andrew Kaikati
The Role of Differentiation in Markets Driven by Advertising
In-Depth Marketing Strategy   01 May 2003 David Soberman
Reply: Premature Reports of a Demise
In-Depth Board of Directors   01 Nov 1999 Sanford Jacoby
Managing Brands for the Long Run: Effective Brand Reinforcement and Revitalization Strategies
In-Depth Brand Management   01 May 1999 Kevin Keller
Attractors: Building Mountains in the Flat Landscape of the World Wide Web
In-Depth Digital Marketing   01 Feb 1998 Leyland Pitt, Richard Watson, Sigmund Akselsen
The Fitful Career of Advocacy Advertising: Political Protection, Client Cultivation, and Corporate Morale
In-Depth Advertising   01 Feb 1987 Roland Marchand
The Image of Business on Prime Time Television
In-Depth Entertainment   01 Feb 1984 Todd Gitlin
Consumerism and Health Care Marketing
In-Depth Marketing Strategy   01 Feb 1979 Alan Andreasen
From More to Better to Different to Less
In-Depth Marketing Strategy   01 Nov 1978 Nelson Foote
Advocacy Advertising--The American Experience
In-Depth Advertising   01 Nov 1978 S. Sethi
BOOK REVIEW: Advocacy Advertising
In-Depth Marketing Strategy   01 May 1978 David Finn
Issue-Oriented Corporate Advertising
In-Depth Advertising   01 Nov 1976 S. Sethi
The Factory Without Walls: Industrialization in Residential Construction
In-Depth Brand Management   01 May 1976 Richard Bender, John Parman
New York City: A Portrait in Marketing Mania
In-Depth Marketing Strategy   01 Feb 1975 William Shanklin
Self-Regulation by the Advertising Industry
In-Depth Advertising   01 May 1974 Howard Bell
Psychological Considerations in Advertising Regulation
In-Depth Advertising   01 May 1974 Donald Kanter
Advertising: Consumer Information and Consumer Deception
In-Depth Advertising   01 May 1974 Channing Lushbough
Industry Viewpoints in Advertising
In-Depth Marketing Strategy   01 Feb 1974 Francesco Nicosia
Cooperative Advertising: An Alternative Interpretation of Price Discrimination
In-Depth Global Supply Chains   01 Aug 1973 R. Moran
Reading the Fine Print in the Social Contract
In-Depth Advertising   01 Feb 1973 Mervin Field
Consumer Reality and Corporate Image
In-Depth Brand Management   01 Feb 1973 William Wilson
Affirmative Action in Housing and Beyond
In-Depth Diversity, Equity, & Inclusion   01 Feb 1973 Betsy Gelb, Ben Enis
The Measurement of Attributed Image
In-Depth Brand Management   01 Aug 1972 Robert Settle, L. Gibby
Consumption Behavior Across Ethnic Categories
In-Depth Marketing Strategy   01 Nov 1971 Douglas Dalrymple, M. Yoshino, Thomas Robertson
The Quiet Boom in the Vacation Home Market
In-Depth Demographics   01 May 1970 Richard Ragatz, Gabriel Gelb
The Role of Generalizations in the Marketing of Consumer Goods
In-Depth Marketing Strategy   01 Feb 1968 Joe Kerby
Evaluation of Trade Show Exhibitions
In-Depth Advertising   01 Feb 1968 James Carman
The FTC--Large Quality Store Advertising and the Small Retailer
In-Depth Sales   01 Aug 1967 Roger Dickinson
Methods of Estimating Consumer Preference Distributions
In-Depth Marketing Strategy   01 Aug 1967 Ralph Day
Cognitive Dissonance and Consumer Behavior: Reactions to the Surgeon General's Report on Smoking and Health
In-Depth Organizational Behavior   01 Nov 1965 Joel Cohen, Harold Kassarjian
The Role of the Consumer in Image Building
In-Depth Brand Management   01 May 1965 William Reynolds
The Prismatic Image of the Organization
In-Depth Brand Management   01 May 1963 T. Stephenson
The Anatomy of Retail Price Competition: A Study of Advertised Food Prices
In-Depth Advertising   01 May 1962 Reed Hertford, Lee Preston
Market Measurement in a Free Society
In-Depth Marketing Strategy   01 Feb 1960 Ralph Cassady
Psychology and the Invisible Sell
In-Depth Entertainment   01 Feb 1959 Michael Goldstein, Richard Barthol

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