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Marketing Faculty in the News

Georgetown University’s McDonough School of Business’s distinguished faculty members regularly provide thought leadership through various media outlets. They share research insights and commentary on business news.

  • Brand Loyalty’s Role in Buying

    "The brand must align with our views and the way people see us," said Marlene Morris Towns, professor of marketing at Georgetown University in Washington. "You're a Brooks Brothers guy or Birkenstock guy. You share marriage views with Chick-fil-A's management, or they offend you."


  • The Upside to Large Competitors

    The article is a preview of forthcoming research by Assistant Professor Neeru Pahari and her colleagues: Large competitors are often viewed as a major threat for startups and small companies; big companies have more financial resources and greater scale, market power and brand awareness than smaller ones. However, our research finds that a smaller brand can actually benefit if consumers can see the competitive threat it faces from a larger organization.


  • Is All That Back-to-School Shopping Angst Really Necessary?

    Marlene Morris Towns, a professor of marketing at Georgetown University and a member of the Association for Consumer Research, said the recession has been a key factor in the way retailers and consumers play cat-and-mouse.


  • Interview with Bill Novelli

    The interview features a Q&A with Professor Bill Novelli on how organizations of all sizes can use data to make smarter decisions.


  • Exercise Now, Save a Ton of Money in Retirement

    Aging at home, of course, is what most people would prefer. Some 91% of Americans want to age in place, according to a survey last month by Royal Philips, a technology company, and the Global Social Enterprise Initiative at Georgetown University’s McDonough School of Business. “The research is very clear that people want to be as independent as possible for as long as possible,” said Bill Novelli, a professor at McDonough. “People want to be home, whether that’s Milwaukee or Boca Raton.”


  • Taking The Retail Sales Number Too Seriously

    “Marlene Morris Towns, a professor of marketing at the McDonough School of Business at Georgetown University, says the uptick from the previous month's data -- sales for March were about three times as much -- could be explained by spring. Because who wants to shop in bad weather?”


  • Guilt or Competition? Winning the Cyber Espionage War

    Article by Michael Czinkota: “During the Cold War, the Allies protected Germany’s Fulda gap against a possible Soviet invasion. In today’s environment of cyber vulnerability, surely all major parties have developed a plan of defence against cyber aggression. If not, they should do so. Yet even good plans may not fulfill the hopes of their fathers.”


  • 4 Branding Considerations for the Redskins if They Did Decide to Change Their Name

    “What the customer has bought into is not just the company, it's the brand itself,” saidPrashant Malaviya, an associate professor of marketing at Georgetown's McDonough School of Business. “Its a deep-seated psychological question. There are brands where there's not just a rational choice but there is also the emotional choice that the brand means something, it stands for something that we become a part of. A good example is Harley Davidson."