A Trip Back to (Modern Marketing) School

A Trip Back to (Modern Marketing) School What does the faculty say?

The marketing educators have spoken. Get insights on the world of marketing from academics at Wharton, Rutgers and other institutions in the US.

Click here to download the full Marketer’s Backpack paper.

http://app.marketing.eloqua.com/e/er?s=33&lid=17451


Flip through this deck for a glimpse and download the

full paper here

http://app.marketing.eloqua.com/e/er?s=33&lid=17451%20http://demand.eloqua.com/LP=4916

“ Since all customers are not the same, this requires the marketer to segment the market and target strategic segments. Brands need to foster an emotional, authentic connection with the customer.”

– Barbara Kahn, Professor of Marketing, The Wharton School of Business, University of Pennsylvania




“ It’s not always about the numbers, it’s about the community you are building… A strong community that supports the business or efforts of an organization can be more powerful than an ad.”

– Josh Murdock, Professor of Educational Technology & Social Networking, Valencia College




“ Usually the dataset for B2C is much larger than B2B. The challenge is that the truth and opportunities don't lie in the big data. They are in the little data at the edges.”

– Mark Schaefer, Marketing Consultant, College Educator and Author, Rutgers University




“ I think that the B2B vs. B2C distinction is largely an artificial one, and we make too much of it. Well-constructed marketing courses will draw examples from both domains in a relatively balanced manner.”

– Peter Fader, Professor of Marketing, Co-Director of Wharton Customer Analytics Initiative, The Wharton School of Business, University of Pennsylvania




“ B2B marketers can learn creativity, creating an emotional response and storytelling from the B2C pros, and B2C marketers can learn more about calls-to-action, attribution, and leading a buyer through a journey from their B2B brethren.”

– Jeffrey L. Cohen, Distinguished Lecturer in Marketing, Analytics and Social Media, Ball State University




“ The key to modern marketing is that individual-level data is now available which allows for targeting of customers with customized products, prices, coupons, recommendations, etc.”

– Eric Bradlow, K.P. Chao Professor of Marketing, Statistics, and Education, The Wharton School of Business, University of Pennsylvania




“ The most successful marketing— regardless if it is social or not—revolves around market segmentation and a traditional marketing concept such as AIDA (Attention-Interest-Desire-Action.)”

– Jessica Rogers, Coce Faculty, Graduate Social Media and Marketing, Southern New Hampshire University




This was just a peek into their minds. Our Marketer’s Backpack paper captures more insights on:

• How B2B and B2C marketing are different yet same

• What B2B and B2C marketers can learn from each other

• What future marketers are being taught in colleges

• And more

Click here to download now.


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