marketing

New research shows that angry customers stick to their goals, which “can actually lead them to make better decisions, easier decisions, and more satisfying decisions,” says Alexander DePaoli, an associate teaching professor of marketing at Northeastern who co-authored the research.

Buy angry. Be happy.

New research shows that anger makes customers stick to their goals—and that “can actually lead them to make better decisions, easier decisions, and more satisfying decisions,” says Alexander DePaoli, an associate teaching professor of marketing at Northeastern who co-authored the research.

by Aria Bracci August 15, 2019

‘It’s just such a rush of adrenaline performing in front of a crowd that I absolutely love’

By night and weekend, Kelsey Zimmerer practices and performs as a New England Patriots cheerleader. By day, she is the marketing director at a Boston-based startup that designs custom clothing for men. She’ll be cheering on the field on Sunday when the Patriots face the Los Angeles Chargers in the divisional round of the NFL playoffs.

by Greg St. Martin January 11, 2019

When it comes to social media, consumers trust each other, not big brands

It’s well known that the vast majority of America’s largest corporations use social media platforms to boost their brands, especially Twitter, Facebook, and YouTube.

by Jason Kornwitz September 18, 2017

United’s PR crisis has ‘created opportunities’ for its competitors

United Airlines is facing a public relations crisis after security officers dragged a 69-year-old doctor off a flight from Chicago on Sunday. Professor Paul Fombelle, a marketing expert at Northeastern, says the fiasco has “created opportunities for its competitors to step up and show customers how much they value them as humans.”

by Jason Kornwitz April 13, 2017

Warby Parker co-CEOs to deliver Northeastern’s 2017 graduate commencement address

Dave Gilboa and Neil Blumenthal, co-founders and co-CEOs of the innovative lifestyle brand Warby Parker, will deliver Northeastern’s commencement address for the afternoon graduate ceremony on Friday, May 5, 2017, at Matthews Arena in Boston.

by Greg St. Martin April 10, 2017

Students help to shake up car insurance industry

As co-ops, Micaela Allen and Eric Su have played an integral role in the launch of Insurify, a company that looks to make shopping for car insurance easier.

by Joe O'Connell April 20, 2016

The ‘wow’—and ‘sad’—factors of Facebook’s new emojis

Facebook users now have the capability to do more than just “like” a picture of their friend’s baby or a new recipe posted by their…

by Joe O'Connell March 1, 2016

Co-op illustrates Northeastern’s strong Silicon Valley presence

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.

by Joe O'Connell March 30, 2015

The power of ‘thank you’

A new paper co-authored by Northeastern service marketing expert Paul Fombelle suggests that firm expressions of gratitude drive future customer purchasing behavior.

by Jason Kornwitz January 21, 2015

Cultural immersion through marketing

Northeastern students who participated in a summer Dialogue of Civilizations program in India learned how to promote brands in an international market.

by Joe O'Connell August 5, 2014