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JM Webinar for Marketing Professionals

Listen to leading professors and gain actionable insights based on peer-reviewed scientific studies published in the Journal of Marketing.

Date: October 14, 2020

Time: 1:00 PM – 2:00 PM (Eastern)

Click Here to Register for the Webinar

Managing Marketing Agility

Changes in the way customers shop, accompanied by an explosion of customer touchpoints and fast-changing competitive and technological dynamics, have led to an increased emphasis on agile marketing. This Journal of Marketing article investigates the emerging practice of marketing agility. Leveraging a review of the academic literature and in-depth interviews with practicing marketers, it reviews the essential features of marketing agility, when it can help and hurt, and technology, organizational, leadership, team, and employee factors that improve or interfere with its execution in organizations.

Presented by Kartik Kalaignanam (University of South Carolina) and Tarun Kushwaha (George Mason University). Other authors: Kapil Tuli (Singapore Management University), David Gal (University of Illinois-Chicago), and Leonard Lee (National University of Singapore Business School).

Managing Digital Advertising Inefficiencies

Digital advertising revenues grew from nothing to $108 billion in 25 years, eclipsing all traditional advertising media combined. Yet there are indicators that unregulated markets for digital advertising have experienced some problems. The E.U. fined Google more than $9 billion in three antitrust cases and the U.S. Federal Trade Commission fined Facebook $5 billion after it broke a 2012 Consent Order. Prominent politicians have criticized the industry and proposed structural reforms. New privacy laws mandate transparency and consent requirements for data-driven advertising and user identification practices. A new Journal of Marketing article seeks to help marketers and policymakers understand four pervasive issues in digital advertising markets and how they impact market efficiency. Authors will discuss problems associated with advertising effect measurement, organizational inefficiencies in advertising, ad blocking, and ad fraud and solutions for marketers.

Presented by Ken Wilbur (UC-San Diego) and Zsolt Katona (UC-Berkeley). Other authors: Brett R. Gordon (Northwestern University), Kinshuk Jerath (Columbia University), Sridhar Narayanan (Stanford University), and Jiwoong Shin (Yale University).

Webinar Hosts

Christine Moorman, Editor-in-Chief, Journal of Marketing, and John A. Deighton, Harold M. Brierley Professor of Business Administration, Emeritus, Harvard Business School


Webinars On Demand

Go to the Journal of Marketing​​​

November 11, 2020

January 20, 2021

March 20, 2021

May 12, 2021

July 21, 2021

September 22, 2021

November 10, 2021

 

JM Webinar for Marketing Professionals