Business major Samantha Kim is getting hands-on experience helping develop global marketing campaigns for VMware in Silicon Valley. The university, today, announced that it is launching a location in Silicon Valley, which is home to some 4,200 alumni and 90 co-ops.
A new paper co-authored by Northeastern service marketing expert Paul Fombelle suggests that firm expressions of gratitude drive future customer purchasing behavior.
Northeastern students who participated in a summer Dialogue of Civilizations program in India learned how to promote brands in an international market.
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.
The D’Amore-McKim School of Business hosted more than 40 co-op employers at an expo on Wednesday in Cabot Cage.
Scott Swain, an assistant professor of marketing, discusses whether an ad-skipping technology could affect television’s business model.
An entrepreneur shares his love of lobster with the world.
As innovative dean of the College of Business Administration, Moore left a powerful legacy, including launching new global and online programs
It was recently announced that Apple, assessed at $150 billion, surpassed Google as the world’s most valuable brand. This comes a year after overtaking Microsoft as the globe’s most valuable technology company. The day after the announcement, Microsoft made its biggest purchase to date, buying Skype for $8.5 billion. Here, Andrew Rohm, associate professor of marketing at Northeastern University, assesses the branding and marketing strategies employed by these goliath companies.
Smart phone users are constantly on the move, and advertisers are increasingly trying to catch them along the way. Groupon, for instance, has now launched a service pitching deals to users based on their current location. Fareena Sultan, professor of marketing and the Robert Morrison Fellow in the College of Business Administration, assesses the future of mobile marketing and the potential for consumer backlash.
A new gluten-free snack is appearing on store shelves across the country, and it’s another entrepreneurial success story at Northeastern