Related Articles
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.
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.
Managerial Identification of Competitors: Accuracy and Performance Consequences
Journal of Strategic Marketing, 19(3), 209-227.
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.
