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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.

  • How to Negotiate Non-Salary Benefits and Job Perks

    When you’re meeting with your potential employers, have a clear sense of your priorities and lay them on the table with confidence. “When you are in the moment, I often advise them to negotiate on behalf of somebody else, not just yourself,” says Cathy Tinsley, a professor of management at the McDonough School of Business at Georgetown University in Washington, D.C. “Especially for women who often undervalue themselves. If you imagine it’s for someone else, you would be polite and professional, but you would be firm.”


  • TV Breaks Rules to Take Ads From Streaming-Video Rivals

    Why run TV ads telling TV viewers to stop watching TV? A shift in policy highlights the new world of video. If successful, commercials for the video-streaming services “might change consumer behavior,” said Prashant Malaviya, an associate professor of marketing at Georgetown’s McDonough School of Business who studies consumer psychology. “Go to another medium, another screen that is not the same screen as the TV screen.”


  • Why Going Brick-and-Mortar Could Be a Very Smart Move for Nasty Gal and Rent the Runway

    But Marlene Morris Towns, teaching professor of marketing at Georgetown's McDonough School of Business, said one potential upshot of adding physical locations is that it rounds out the brand experience and spreads its reach. “There’s a lot you can’t communicate from a website — the feel of the company, the attitude,” Towns said.


  • H.J. Heinz to Buy Kraft Foods Group in Deal Estimated at $36.6 Billion

    "As consumers, we're getting a little more suspicious of major food conglomerates," said Marlene Morris Towns, professor of marketing at Georgetown University's McDonough School of Business. "If they can use this opportunity to come up with some interesting new products that are not just tastier but more healthy and address this shift in consumer tastes, I think it would be a great option for them."


  • 2015’s Best and Worst Cities for Valentine’s Day

    Professor of Marketing Kurt Carlson on how to get the most out of Valentine's Day: "People enjoy events longer than they enjoy items. And they can enjoy them even more if they can plan for their enjoyment. So, plan to spend time with your significant other. Let them know what you are planning so they can enjoy it in advance. Find some small memento from the event that you can hold onto to remember it afterwards. If the evening goes well, display the memento in a place where you will see it; if it goes badly, put it in the back of your sock drawer or donate it."


  • When Super Bowl Ads Go Bad

    Creating a negative emotion in viewers can work as advertising, noted Prashant Malaviya, associate professor of marketing at Georgetown University. "Ads that provoke and make people react negatively actually have achieved a purpose in that they made people think about the brand," he said, pointing to Coca-Cola's commercial in last year's game called "It's Beautiful," which showed people singing "America the Beautiful" in eight languages. That spot sparked a backlash, with some objecting and writing "English, please" on Twitter, while others praised the ad's diversity. "Sometimes brands choose to be provocative because it's the only way to get consumer attention," Malaviya added. "Some ads aren't good in the sense that they are mundane and boring.