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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.

  • The Power of Merely Requesting a Favor

    A contributed article by Simon Blanchard, assistant professor of marketing: Research on social influence has long recognized the power of favors. By understanding favors, you can improve the odds that people comply with your requests. This knowledge can be extremely beneficial to those in a sales profession.


  • Queen Elizabeth II at 90: Why The Royal Family Enchants Americans So Much

    "Generally, Americans tend to be quite nationalistic, and we don't think as much as we should about events outside our borders, so it's fascinating that the royal family is so popular," Marlene Morris Towns, a professor of marketing at Georgetown University, in Washington, D.C., tells The Christian Science Monitor in a telephone interview. In part, Dr. Towns attributes this to the explosion of social media and the Internet, providing people with a window to the world that never before existed, but she concedes that the fascination with the royal family on this side of the pond is nothing new.


  • Hard to Disagree With the Power of Three

    In business, when it comes to messaging, three items suffice and four are too many, according to experiments with college students conducted by Professor Suzanne Shu from UCLA’s business school and Professor Kurt Carlson from Georgetown’s. Their seminal article in the Journal of Marketing — called “When Three Charms but Four Alarms” — shows that people either discount ads that contain four claims, or disengage entirely.


  • Securing America’s International Business Future

    A contributed article co-authored by Michael Czinkota, associate professor of international business and marketing: The greatest threat to future U.S. prosperity and job prospects is the insufficient interest our leaders have in deploying resources to ensure that American engineers, managers and entrepreneurs are the best in the world at commercializing innovations and improving business processes.


  • Chinese Companies Will Compete By Offering the Brands Customers Want

    A letter to the editor by Charles Skuba, professor of the practice of international business and marketing: Sir, Your Big Read article “China’s quest for cash flow” (March 19) makes good sense about the motivations of Chinese companies investing abroad. Bolstering domestic revenues with global cash flow appears a strong motivation as China experiences the downward slope of the business cycle. At the same time, as the article indicates, there are longer-term strategic motivations. I would add a strategic marketing reason to the points about the Anbang bid for Starwood Hotels being tied to the growth of affluent Chinese travellers and the attractiveness to other Chinese companies of acquiring foreign technology.


  • Analysis: A Week That Will Define Apple, With iPhone at Center

    As the public posturing and rhetoric ratchet up — in its latest broadside, Apple said the government’s request would have “appalled the Founding Fathers" — Apple has raised its political profile during a fallow period for its products, marketing experts say. “People were critical of the last iPhone, and there is talk whether the company is doing anything innovative or new,” says Ronald Goodstein, associate professor of marketing at Georgetown University.