marketing
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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.”
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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.
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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 favorite food blog. Last week, the social media platform launched five animated emojis—love, haha, wow, sad, and angry—giving users more choices to react to posts on their newsfeed beyond the…
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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.
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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.
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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.
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3Qs: The ‘Anchorman 2’ marketing blitz
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.
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Co-op expo prepares students for life outside classroom
The D’Amore-McKim School of Business hosted more than 40 co-op employers at an expo on Wednesday in Cabot Cage.
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3Qs: To view or not to view?
Scott Swain, an assistant professor of marketing, discusses whether an ad-skipping technology could affect television’s business model.
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A piece of Maine
An entrepreneur shares his love of lobster with the world.
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Northeastern remembers Thomas Moore
As innovative dean of the College of Business Administration, Moore left a powerful legacy, including launching new global and online programs
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3Qs: Microsoft trying to take another bite of the Apple?
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.