Faculty Experts

Bruce Clark

Associate Professor of Marketing, Frank Murphy Family Fellow, MBA Marketing Career Track Chair



Related Articles

3Qs: What the Lochte saga can teach us about branding

After get­ting dropped by all his major spon­sors, Olympic swimmer Ryan Lochte signed a new endorse­ment deal with a little-​​known cough drop com­pany. It’s a poten­tially low-​​risk, high-​​reward move for both the ath­lete and the brand, says pro­fessor Bruce Clark.


Faculty experts weigh in on Volkswagen scandal

VW’s admitted instal­la­tion of soft­ware in diesel cars to cheat emis­sions tests raises ques­tions in fields ranging from law and busi­ness to the envi­ron­ment, public health, and tech­nology. We asked North­eastern fac­ulty experts to dis­cuss these issues.


3Qs: The ‘Anchorman 2’ marketing blitz

The movie’s mar­keting cam­paign ranges from social media out­reach to tele­vi­sion appear­ances by char­acter Ron Bur­gundy. The strategy is inno­v­a­tive, if not some­what lim­ited in its ability to be repli­cated, says Bruce Clark, an asso­ciate pro­fessor of marketing.

Ron Burgundy” anchors new 2014 Dodge Durango advertising campa

3Qs: Pros and cons of celebrity endorsements

Bruce Clark, asso­ciate pro­fessor of mar­keting in the D’Amore-McKim School of Busi­ness, exam­ines how com­pa­nies respond to scan­dals involving their celebrity part­ners, and how social media have changed the land­scape for these busi­ness decisions.


3Qs: Internet, small businesses giving Black Friday a run for its money

Bruce Clark, asso­ciate pro­fessor of mar­keting, explains what retailers big and small can expect from the hol­iday shop­ping season, which kicks off this week.


3Qs: Is a ‘brand’ new game emerging online?

Last week, Internet brands including Google and Wikipedia launched a cam­paign in response to two bills regarding online piracy: the Stop Online Piracy Act (SOPA) and the Pro­tect Intel­lec­tual Prop­erty Act (PIPA). Thou­sands of web­sites par­tic­i­pated in a 24-​​hour protest of the leg­is­la­tion, and encour­aged web users to sign a peti­tion and con­tact their rep­re­sen­ta­tives. We asked mar­keting pro­fessor Bruce Clark to dis­cuss the impact of com­pa­nies using their brands to take a stand on such issues.

Bruce Clark

Selected Publications

For a complete list of faculty citations, please visit iRis, Northeastern’s digital archive.


Managing the Marketing Metrics Portfolio

(with T. Ambler) Marketing Management, 20(3), 16-21.


Dashboards as a Service: why, what, how and what research is needed?

(with Pauwels, K., Ambler, T., LaPointe, P., Reibstein, D., Skiera, B., Wierenga, B., Wiesel, T.) Journal of Service Research, 12(2), 175-189.

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