Fall 2024
Turning Purpose into Profit
Strategies from industry leaders
The Transformative Role of Marketing in Driving Social Change
Marketing professionals are at the forefront of the movement to address some of the world’s most pressing challenges
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Article
The New Paradigm in Volunteering—And How Nonprofits Can Adapt to “Neither-Growing-nor-Fading” Brand Relationships
A new Journal of Marketing study provides advice for nonprofit managers who need to actively pursue volunteers that seek distance, flexibility, and non-escalating brand relationships.
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Marketing news
Using Identity to Secure Nonprofit Donations
To boost their donation rate, nonprofits must ensure potential donors identify with their charitable appeals. Five research-based strategies can allow nonprofits to increase charitable donations and remove the guesswork from their campaigns.
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Marketing News
Strategies for Leveraging AI in the Customer Experience
Recent studies reveal three research-based strategies to help companies improve customer experience when using AI-based services and products.
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article
Using Tech Innovations to Enhance Customer Engagement
Firms are shifting from a transaction- to relationship-focused approach to build long-term bonds with customers. Technology is transforming these relationships, but firms might not always benefit.
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Article
Enjoy Your Work? Make It Known! Buyers Are Willing to Pay More for Products You Enjoy Producing
A Journal of Marketing study finds that buyers are willing to pay more for products or services that the seller enjoys producing.
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Article
Happy Words, Higher Clicks: Harnessing Consumer Emotion to Boost Paid Search Ads
A Journal of Marketing study finds that when users feel positive emotions, they use more positive emotion keywords in their search queries and tend to click more on paid search ads.
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research insight
Leveraging Consumers' Anger to Help Them Make Better Decisions
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research insight
How Community Gifting on Twitch Affects User Engagement
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research insight
Marketing’s Role During War: Building Resilience in Ukraine
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