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.
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.
Bruce Clark, associate professor of marketing, explains what retailers big and small can expect from the holiday shopping season, which kicks off this week.
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.
(with T. Ambler) Marketing Management, 20(3), 16-21.
Journal of Strategic Marketing, 19(3), 209-227.
(with Pauwels, K., Ambler, T., LaPointe, P., Reibstein, D., Skiera, B., Wierenga, B., Wiesel, T.) Journal of Service Research, 12(2), 175-189.