Strategic Marketing

Darden Professors Raj Venkatesan and Kim Whitler have found, in their research, seven key lessons that apply to all companies, whether they are “native” in data analytics or have transitioned into it.

What makes a product or person “cool”? Darden Professor Lalin Anik presents a theory of coolness and explains four traits that contribute to coolness.

In recent decades, marketing efforts have grown in sophistication, speed and expense. Now the field’s metrics need to catch up, so that marketers can effectively assess what a campaign did — or failed to do.

Pokémon Go was a smash hit this summer. But did it also provide a glimpse into the future of consumer marketing?

Before Lin-Manuel Miranda and his hit show Hamilton were on Broadway, he was working to create buzz, connecting with the public through an active social media presence, particularly on Twitter. His savvy use of social media serves as a case in point in how to engage multiple audiences.

Nearly 90,000 youths have been tested for HIV/AIDS, 200 peer educators have been trained and youth behavior has changed significantly as a result of viewing MTV Shuga media.

Darden Professor Luca Cian’s research shows that when a static image implies movement, it’s more likely make an observer inclined to act.

Customer lifetime value, or CLV, refers to the single lump-sum value a firm can presently apply to future cash flows derived from a customer relationship and is a critical metric in an age of ubiquitous subscription services.

Darden Professor Kim Whitler breaks down the brand positioning of presidential campaigns and explains why some are more successful from a marketing standpoint.