Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
  • Faculty
    • Faculty
    • Positions
John A. Deighton

John A. Deighton

Harold M. Brierley Professor of Business Administration, Emeritus

Harold M. Brierley Professor of Business Administration, Emeritus

Read more

John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing, and previously initiated and  led the HBS Executive Education program in Digital Marketing and taught the elective MBA course, Digital Marketing Strategy.

His research on marketing management and consumer behavior has been published in a variety of journals including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, Organizational Behavior and Human Decision Processes, and the Harvard Business Review. His research has also received a number of commendations, including the American Marketing Association’s Best Article Award for an article in the Journal of Marketing and an honorable mention from the Journal of interactive Marketing. He received the European Case Clearing House Award in Marketing (2012), the Edward N. Mayer, Jr. Award for Education Leadership (2011), the Direct Marketing Education Foundation Robert B. Clarke Outstanding Educator Award (2002), and the University of Chicago's Hillel J. Einhorn Excellence in Teaching Award (1995). He has been a visiting scholar at the University of Tokyo, Duke University's Fuqua School of Business, the Judge School of Business at Cambridge University and the Said Business School at Oxford University.

He is a past editor of the Journal of Consumer Research, a leading outlet for scholarly research on consumer behavior, and was the founding co-editor of the Journal of Interactive Marketing, which reports academic research on marketing and the Internet. He is a past Executive Director of the Marketing Science Institute, a member of the Chairman’s Advisory Council of Marketing Edge, and a Director of the Berkman Center for Internet and Society at Harvard University. He has been with HBS since 1994 and received the Greenhill Award for outstanding service to the school.

Prior to joining HBS, he was on the faculties of the University of Chicago and the Tuck School of Business (Dartmouth College). He has a Ph.D. in Marketing from the Wharton School, University of Pennsylvania, and an MBA from the University of Cape Town. He also has a B.Sc. in Chemical Engineering from the University of Natal. His applied research includes consulting with a number of U.S and international corporations.

Less
+1 (617) 495-6545
 
John A. Deighton
Contact Information
(617) 495-6545
Featured Work Publications Research Summary Teaching Awards & Honors
How Shein and Temu Conquered Fast Fashion
and Forged a New Business Model
The platforms Shein and Temu match consumer demand and factory output, bringing Chinese production to the rest of the world. The companies have remade fast fashion, but their pioneering approach has the potential to go far beyond retail by linking diverse small producers of all kinds of goods and services directly to diverse consumers across the globe.
Why Tik Tok is Beating YouTube for Eyeball Time
November 2022
Video clips might draw people to TikTok, but its algorithm keeps them watching. John Deighton and Leora Kornfeld explore why TikTok raced ahead of other platforms. First, it's not a social network, waiting to infer your interests from what your friends like. It's an entertainment network, serving you content similar to your revealed preferences. So things spread faster. Second it builds exploit-explore rules into the algorithm, so it's continuously reassessing its impression of what you find interesting. 
The Internet’s Effects on Consumption: Useful, Harmful, Playful
Afterword to Belk and Llama (Eds.), The Routledge Handbook of Digital Consumption
A unifying framework is presented for thinking about the diverse digital trnsformations of the past decade: their utilities, their harms, and their ability to reward play. Individual creativity has been liberated from corporate gatekeepers, and platforms have flourished to solve the perenial marketing problem of matching supply and demand. At the same time, as the flow of information at scale is made frictionless and permissionless, and business models rewards attention with advertising, bad actors have flourished.
The Socioeconomic Impact of Internet Tracking
At a time when the future of cookies in ad tracking is in doubt, this report contributes to understanding online tracking and its positive and negative consequences, both economic and social. We describe how tracking works to circulate data and affect privacy, how data circulation benefits the U.S. economy, how targeted advertising reduces inventory waste, the ways in which tracking affects aspects of the consumer web experience, and how the loss of tracking will produce multi-billion dollar revenue loss to independent publishers and their supporting technology infrastructure.
Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies
Speaker's Box, Journal of Advertising Research
“Speaker’s Box” invites academics and practitioners to identify potential areas of research affecting marketing and advertising. Its intention is to bridge the gap between the length of time it takes to produce rigorous work and the acceleration of change within practice. With this contribution, John Deighton shows how data technology sits within its industry, which he defines as the “commercial Internet.” He depicts this industry as a supply chain and shows how a small number of firms have defied the chain metaphor to integrate all the way from data source to data application. These integrators, he argues, are titans in a battle to create the dominant design for a platform on which all marketing will be practiced. But, he asks, who will do the work of marketing? Will it be done by an evolved version of the advertising agency; will it be institutionalized into the culture of data science; or will it not be professionalized at all but rather defer to one or more standard-setting industrialists, perhaps Google or Amazon?

Big Data

Big data is defined and distinguished from a mere moment in the “ancient quest to measure.” Specific discontinuities in the practice of information science are identified which, the paper argues, have large consequences for the social order. The infrastructure that runs on big data is described as diffusing with unprecedented speed but as being difficult to analyze and critique, and therefore the designers of society’s big data infrastructure, whether human or machines, play an unacknowledged legislative function of great consequence.

Adding Bricks to Clicks
Predicting the Patterns of Cross-Channel Elasticities Over Time
The authors propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts sales in existing direct channels. A conceptual framework separates short- and long-term effects by analyzing the capabilities of a channel that help consumers accomplish their shopping goals. To test the theory, the authors analyze a unique data set from a high-end retailer using matching methods. The authors study the introduction of a retail store and find evidence of cross-channel cannibalization and synergy. The presence of a retail store decreases sales in the catalog but not the Internet channel in the short run but increases sales in both direct channels over time. Following the opening of the store, more first-time customers begin purchasing in the direct channels. These results suggest that adding a retail store to direct channels yields different results from adding an Internet channel to a retail store channel, as previous research has indicated.

Journal of Marketing, May 2012, Vol. 76, No. 3: pp. 96-111
The Value of Data
Consequences for Insight, Innovation and Efficiency in the U.S. Economy
Professor Deighton was the lead author on a new study entitled "The Value of Data: Consequences for Insight, Innovation, and Efficiency in the U.S. Economy".  The study investigates the amount of incremental value data-driven marketing contributes to the U.S. economy and also estimates the proportion of the value that is accounted for by the flow or transfer of data among firms.  For more information or to download the study click here.
Economic Value of the Advertising-Supported Internet Ecosystem
This 105 page report analyzes the structure and dynamics of the commercial internet by classifying individually the internet-dependent revenues and employment of the 412 largest firms that participate in the ecosystem, and rolling up smaller firms and individuals. The report concludes that about 4 million jobs in the U.S. depend on the internet, of which 43% comprise small firms and self-employed individuals. The report identifies the most rapidly growing sectors by comparing this report to earlier reports published in 2008 and 2012. The commercial internet has been growing at 20% per year over the duration of the three studies, and its share of U.S. GDP appears to be increasing over that period.
Learning to Become a Taste Expert
Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming an expert center on cultivating an analytic mindset. In the present research the authors explore the benefit to enthusiasts of moving beyond analytics to cultivate a holistic style of processing. In the taste context the authors define holistic processing as non-verbal, imagery based, and involving narrative processing. The authors conduct qualitative interviews with taste experts (Master Sommeliers) to operationalize the holistic approach to hedonic learning, and then test it against traditional analytic methods in a series of experiments across a range of hedonic products. The results suggest that hedonic learning follows a sequence of stages whose order matters and that the holistic stage is facilitated by attending to experience as a narrative event and by employing visual imagery. The results of this multi-method investigation have implications for both managers and academics interested in how consumers learn to become expert in hedonic product categories.

John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing, and previously initiated and  led the HBS Executive Education program in Digital Marketing and taught the elective MBA course, Digital Marketing Strategy.

His research on marketing management and consumer behavior has been published in a variety of journals including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, Organizational Behavior and Human Decision Processes, and the Harvard Business Review. His research has also received a number of commendations, including the American Marketing Association’s Best Article Award for an article in the Journal of Marketing and an honorable mention from the Journal of interactive Marketing. He received the European Case Clearing House Award in Marketing (2012), the Edward N. Mayer, Jr. Award for Education Leadership (2011), the Direct Marketing Education Foundation Robert B. Clarke Outstanding Educator Award (2002), and the University of Chicago's Hillel J. Einhorn Excellence in Teaching Award (1995). He has been a visiting scholar at the University of Tokyo, Duke University's Fuqua School of Business, the Judge School of Business at Cambridge University and the Said Business School at Oxford University.

He is a past editor of the Journal of Consumer Research, a leading outlet for scholarly research on consumer behavior, and was the founding co-editor of the Journal of Interactive Marketing, which reports academic research on marketing and the Internet. He is a past Executive Director of the Marketing Science Institute, a member of the Chairman’s Advisory Council of Marketing Edge, and a Director of the Berkman Center for Internet and Society at Harvard University. He has been with HBS since 1994 and received the Greenhill Award for outstanding service to the school.

Prior to joining HBS, he was on the faculties of the University of Chicago and the Tuck School of Business (Dartmouth College). He has a Ph.D. in Marketing from the Wharton School, University of Pennsylvania, and an MBA from the University of Cape Town. He also has a B.Sc. in Chemical Engineering from the University of Natal. His applied research includes consulting with a number of U.S and international corporations.

Featured Work
How Shein and Temu Conquered Fast Fashion
and Forged a New Business Model
The platforms Shein and Temu match consumer demand and factory output, bringing Chinese production to the rest of the world. The companies have remade fast fashion, but their pioneering approach has the potential to go far beyond retail by linking diverse small producers of all kinds of goods and services directly to diverse consumers across the globe.
Why Tik Tok is Beating YouTube for Eyeball Time
November 2022
Video clips might draw people to TikTok, but its algorithm keeps them watching. John Deighton and Leora Kornfeld explore why TikTok raced ahead of other platforms. First, it's not a social network, waiting to infer your interests from what your friends like. It's an entertainment network, serving you content similar to your revealed preferences. So things spread faster. Second it builds exploit-explore rules into the algorithm, so it's continuously reassessing its impression of what you find interesting. 
The Internet’s Effects on Consumption: Useful, Harmful, Playful
Afterword to Belk and Llama (Eds.), The Routledge Handbook of Digital Consumption
A unifying framework is presented for thinking about the diverse digital trnsformations of the past decade: their utilities, their harms, and their ability to reward play. Individual creativity has been liberated from corporate gatekeepers, and platforms have flourished to solve the perenial marketing problem of matching supply and demand. At the same time, as the flow of information at scale is made frictionless and permissionless, and business models rewards attention with advertising, bad actors have flourished.
The Socioeconomic Impact of Internet Tracking
At a time when the future of cookies in ad tracking is in doubt, this report contributes to understanding online tracking and its positive and negative consequences, both economic and social. We describe how tracking works to circulate data and affect privacy, how data circulation benefits the U.S. economy, how targeted advertising reduces inventory waste, the ways in which tracking affects aspects of the consumer web experience, and how the loss of tracking will produce multi-billion dollar revenue loss to independent publishers and their supporting technology infrastructure.
Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies
Speaker's Box, Journal of Advertising Research
“Speaker’s Box” invites academics and practitioners to identify potential areas of research affecting marketing and advertising. Its intention is to bridge the gap between the length of time it takes to produce rigorous work and the acceleration of change within practice. With this contribution, John Deighton shows how data technology sits within its industry, which he defines as the “commercial Internet.” He depicts this industry as a supply chain and shows how a small number of firms have defied the chain metaphor to integrate all the way from data source to data application. These integrators, he argues, are titans in a battle to create the dominant design for a platform on which all marketing will be practiced. But, he asks, who will do the work of marketing? Will it be done by an evolved version of the advertising agency; will it be institutionalized into the culture of data science; or will it not be professionalized at all but rather defer to one or more standard-setting industrialists, perhaps Google or Amazon?

Big Data

Big data is defined and distinguished from a mere moment in the “ancient quest to measure.” Specific discontinuities in the practice of information science are identified which, the paper argues, have large consequences for the social order. The infrastructure that runs on big data is described as diffusing with unprecedented speed but as being difficult to analyze and critique, and therefore the designers of society’s big data infrastructure, whether human or machines, play an unacknowledged legislative function of great consequence.

Adding Bricks to Clicks
Predicting the Patterns of Cross-Channel Elasticities Over Time
The authors propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts sales in existing direct channels. A conceptual framework separates short- and long-term effects by analyzing the capabilities of a channel that help consumers accomplish their shopping goals. To test the theory, the authors analyze a unique data set from a high-end retailer using matching methods. The authors study the introduction of a retail store and find evidence of cross-channel cannibalization and synergy. The presence of a retail store decreases sales in the catalog but not the Internet channel in the short run but increases sales in both direct channels over time. Following the opening of the store, more first-time customers begin purchasing in the direct channels. These results suggest that adding a retail store to direct channels yields different results from adding an Internet channel to a retail store channel, as previous research has indicated.

Journal of Marketing, May 2012, Vol. 76, No. 3: pp. 96-111
The Value of Data
Consequences for Insight, Innovation and Efficiency in the U.S. Economy
Professor Deighton was the lead author on a new study entitled "The Value of Data: Consequences for Insight, Innovation, and Efficiency in the U.S. Economy".  The study investigates the amount of incremental value data-driven marketing contributes to the U.S. economy and also estimates the proportion of the value that is accounted for by the flow or transfer of data among firms.  For more information or to download the study click here.
Economic Value of the Advertising-Supported Internet Ecosystem
This 105 page report analyzes the structure and dynamics of the commercial internet by classifying individually the internet-dependent revenues and employment of the 412 largest firms that participate in the ecosystem, and rolling up smaller firms and individuals. The report concludes that about 4 million jobs in the U.S. depend on the internet, of which 43% comprise small firms and self-employed individuals. The report identifies the most rapidly growing sectors by comparing this report to earlier reports published in 2008 and 2012. The commercial internet has been growing at 20% per year over the duration of the three studies, and its share of U.S. GDP appears to be increasing over that period.
Learning to Become a Taste Expert
Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming an expert center on cultivating an analytic mindset. In the present research the authors explore the benefit to enthusiasts of moving beyond analytics to cultivate a holistic style of processing. In the taste context the authors define holistic processing as non-verbal, imagery based, and involving narrative processing. The authors conduct qualitative interviews with taste experts (Master Sommeliers) to operationalize the holistic approach to hedonic learning, and then test it against traditional analytic methods in a series of experiments across a range of hedonic products. The results suggest that hedonic learning follows a sequence of stages whose order matters and that the holistic stage is facilitated by attending to experience as a narrative event and by employing visual imagery. The results of this multi-method investigation have implications for both managers and academics interested in how consumers learn to become expert in hedonic product categories.
Journal Articles
  • Deighton, John A. "Commentary on ‘2019 Academic Marketing Climate Survey: Motivation, Results and Recommendations', by Jeff Galak and Barbara E. Kahn." Marketing Letters 32, no. 3 (September 2021): 337–339. View Details
  • Deighton, John A., Carl F. Mela, and Christine Moorman. "Marketing Thinking and Doing." Journal of Marketing 85, no. 1 (January 2021): 1–6. (Editorial.) View Details
  • Deighton, John A. "Big Data." Consumption, Markets & Culture 22, no. 1 (2019): 68–73. View Details
  • Latour, Kathryn A., and John A. Deighton. "Learning to Become a Taste Expert." Journal of Consumer Research 46, no. 1 (June 2019): 1–19. View Details
  • Deighton, John A. "Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies." Journal of Advertising Research 57, no. 4 (December 2017): 357–361. View Details
  • Deighton, John A., Jacob Goldenberg, and Andrew T. Stephen. "Introduction to Special Issue: The Consumer in a Connected World." Journal of the Association for Consumer Research 2, no. 2 (April 2017): 137–139. View Details
  • Deighton, John A. "Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It." Harvard Business Review (website) (April 14, 2017). View Details
  • Deighton, John A. "The Hodgepodge Principle in U.S. Privacy Policy." Harvard Law and Policy Review Blog (March 2, 2016). http://harvardlpr.com/2016/03/02/the-hodgepodge-principle-in-us-privacy-policy/. View Details
  • Deighton, John A., and Leora Kornfeld. "Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web." GfK Marketing Intelligence Review 6, no. 2 (November 2014): 28–33. View Details
  • Neslin, Scott, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef, and Z. John Zhang. "The Interrelationships Between Brand and Channel Choice." Marketing Letters 25, no. 3 (September 2014): 319–330. View Details
  • Avery, Jill, Thomas Steenburgh, John A. Deighton, and Mary Caravella. "Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping." GfK Marketing Intelligence Review 5, no. 2 (November 2013). View Details
  • Deighton, John A., Ross Rizley, and Susan Keane. "Research Priorities of the Marketing Science Institute, 2012–2014." Marketing Science 31, no. 6 (November–December 2012): 873–877. (Editorial.) View Details
  • Avery, Jill, Thomas J. Steenburgh, John Deighton, and Mary Caravella. "Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time." Journal of Marketing 76, no. 3 (May 2012): 96–111. View Details
  • Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2–12. (First Runner-up and Winner of an Honorable Mention for the Best Paper published in the Journal of Interactive Marketing in 2009.) View Details
  • Deighton, John A. "The Territory of Consumer Research: Walking the Fences." Journal of Consumer Research 34, no. 3 (October 2007): 279–282. View Details
  • Zeithaml, Valarie A., Ruth Bolton, John Deighton, Timothy Kenningham, Katherine N. Lemon, and J. Andrew Peterson. "Forward-Looking Focus: Can Firms Have Adaptive Foresight?" Journal of Service Research 9, no. 2 (November 2006): 168–184. View Details
  • Deighton, John, and Das Narayandas. Commentary on "Evolving to a New Dominant Logic in Marketing". Journal of Marketing 68, no. 1 (January 2004): 18–27. View Details
  • Narayandas, Narakesari, Mary N. Caravella, and John Deighton. "The Impact of Internet Exchanges on Business-to-Business Distribution." Journal of the Academy of Marketing Science 30, no. 4 (fall 2002). View Details
  • Bell, D., J. Deighton, W. J. Reinartz, R. T. Rust, and G. Swartz. "Seven Barriers to Customer Equity Management." Journal of Service Research 5, no. 1 (August 2002): 77–85. View Details
  • Deighton, J. A. "How Snapple Got Its Juice Back." Harvard Business Review 80, no. 1 (January 2002). View Details
  • Deighton, J. A. "Who Wanted Webvan to Survive." Boston Globe (July 31, 2001). View Details
  • Deighton, John, and Lee Sherman. "Banner Advertising: Measuring Effectiveness and Optimizing Placement." Journal of Interactive Marketing 15, no. 2 (spring 2001). View Details
  • Deighton, J. A., and Patrick Barwise. "Digital Media: Cutting through the Hype." Mastering Marketing Financial Times (November 9, 1998), 2–4. View Details
  • Deighton, J. A. "Commentary on 'Exploring the Implications of the Internet for Consumer Marketing'." Journal of the Academy of Marketing Science 25, no. 4 (fall 1997). View Details
  • Deighton, John A. "Choice in Computer-Mediated Environments." Marketing Letters 8, no. 3 (July 1997). View Details
  • Deighton, J. A. "The Future of Interactive Marketing." Harvard Business Review 74, no. 6 (November–December 1996): 151–160. View Details
  • Blattberg, Robert C., and J. A. Deighton. "Manage Marketing by the Customer Equity Test." Harvard Business Review 74, no. 4 (July–August 1996): 136–144. View Details
  • Deighton, John A., and Kent Grayson. "Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus." Journal of Consumer Research 21, no. 4 (March 1995). View Details
  • Winer, R. S., R.E. Bucklin, J. A. Deighton, J. Erdem, P.S. Fader, J.J. Inman, H. Katahira, Katherine N. Lemon, and A. Mitchell. "When Worlds Collide: The Implications of Panel Data-Based Choice Models for Consumer Behavior." Marketing Letters 5, no. 4 (October 1994). View Details
  • Deighton, J. A., C.M. Henderson, and S. Neslin. "The Effects of Advertising on Brand Switching and Repeat Purchasing." Journal of Marketing Research (JMR) 31 (February 1994). View Details
  • Blattberg, R. C., and J. A. Deighton. "Interactive Marketing: Exploiting the Age of Addressability." Harvard Business Manager 15, no. 1 (1993): 5–14. View Details
  • Deighton, J. A. "The Consumption of Performance." Journal of Consumer Research 19, no. 3 (December 1992): 362–72. View Details
  • Deighton, J. A., and R. C. Blattberg. "Interactive Marketing: Exploiting the age of Addressability." MIT Sloan Management Review 33, no. 1 (fall 1991): 5–14. View Details
Book Chapters
  • Deighton, John A., and Leora Kornfeld. "The Internet's Effects on Consumption: Useful, Harmful, Playful." Afterword to The Routledge Handbook of Digital Consumption. 2nd ed., edited by Rosa Llamas and Russell Belk, 529–539. Routledge, 2022. View Details
  • Deighton, John. "Consumer Identity Motives in the Information Age." Chap. 12 in Inside Consumption: Consumer Motives, Goals, and Desires, edited by S. Ratneshwar and David Glen Mick, 233 – 250. New York: Routledge, 2005. View Details
  • Deighton, J. A. "Market Solutions to Privacy Problems?" Chap. 6 in Digital Anonymity and the Law - Tensions and Dimensions. Vol. II, edited by C. Nicoll, J.E.J. Prins, and M.J.M. van Dellen, 137 – 146. Information Technology & Law Series. The Hague: T.M.C. Asser Press, 2003. View Details
  • Deighton, J. A., and Patrick Barwise. "Digital Marketing Communication." In Digital Marketing: Global Strategies from the World's Leading Experts, edited by Jerry Wind and Vijay Mahajan. New York: John Wiley & Sons, 2002. View Details
  • Deighton, J. A. "Service Markets and the Internet." In Services Marketing: People, Technology, Strategy, edited by Christopher Lovelock. Upper Saddle River, NJ: Prentice Hall, 2000. View Details
  • Deighton, J. A. "Frequency Programs in Service Industries." Chap. 24 in Handbook of Services Marketing and Management, edited by Dawn Iacobucci and Teresa A. Swartz, 401–407. Thousand Oaks, CA: Sage Publications, 1999. View Details
  • Deighton, J. A., and Patrick Barwise. "Digital Media: Cutting Through the Hype." In Financial Times Mastering Marketing: The Complete MBA Companion in Marketing, edited by Tim Dickson. London: Pearson Education, 1999. View Details
  • Deighton, J. A. "The Concept of Integrated Marketing Communications." In The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications, edited by John Philip Jones. Thousand Oaks, CA: Sage Publications, 1999. View Details
  • Deighton, John. "Integrated Marketing Communications in Practice." Chap. 33 in The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications, edited by John Philip Jones, 339–355. Thousand Oaks, CA: Sage Publications, 1999. View Details
  • Deighton, J. A. "Features of Good Integration: Two Cases and Some Generalizations." In Integrated Communications: The Search for Synergy in Communication Voices, edited by J. Moore and E. Thorsen. Hillsdale, NJ: Lawrence Erlbaum Associates, 1996. View Details
  • Deighton, J. A., Don Peppers, and Martha Rogers. "Customer Transaction Databases: Present Status and Prospects." In The Marketing Information Revolution, edited by Robert C. Blattberg, Rashi Glazer, and John Little. Cambridge: Marketing Science Institute, 1994. View Details
  • Deighton, J. A. "Managing Services When Service Is a Performance." In Service Quality: New Directions in Theory and Practice, edited by R. T. Trust and R. L. Oliver. Beverly Hills, CA: Sage Publications, 1994. View Details
  • McQueen, J., J. Foley, and J. A. Deighton. "Decomposing a Brand's Customer Franchise into Buyer Types." In Brand Equity and Advertising: Advertising's Role in Building Strong Brands, edited by D. A. Aaker and A. L. Hillsdale. Hillsdale, NJ: Lawrence Erlbaum Associates, 1993. View Details
  • Deighton, J. A., and S. Hoch. "Teaching Emotion with Drama Advertising." In Advertising Exposure, Memory and Choice, edited by A. A. Mitchell. Hillsdale, NJ: Lawrence Erlbaum Associates, 1993. View Details
  • Deighton, J. A., L. F. Alwitt, and J. Grimm. "Reactions to Political Advertising Depend on the Nature of the Voter-Candidate Bond." In Television and Political Advertising. Vol. 1, edited by F. Biocca. Hillsdale, NJ: Lawrence Erlbaum Associates, 1991. View Details
Working Papers
  • Deighton, John A., and Leora Kornfeld. "The Routledge Handbook of Digital Consumption, Chapter 41: The Internet’s Effects on Consumption: Useful, Harmful, Playful." Harvard Business School Working Paper, No. 22-049, January 2022. View Details
  • Latour, Kathryn A., and John A. Deighton. "Learning to Become a Taste Expert." Harvard Business School Working Paper, No. 18-107, June 2018. View Details
  • Deighton, John A., and Leora Kornfeld. "Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers." Harvard Business School Working Paper, No. 08-017, September 2007. View Details
Cases and Teaching Materials
  • Deighton, John A., and Leora Kornfeld. "Sonder Holdings Inc.: Using Technology to Solve Hospitality's Frictions." Harvard Business School Teaching Note 924-302, March 2024. View Details
  • Deighton, John, and Leora Kornfeld. "Sonder Holdings Inc: Using Technology to Solve Hospitality's Frictions." Harvard Business School Case 922-039, March 2022. View Details
  • Deighton, John, and Leora Kornfeld. "Wattpad." Harvard Business School Case 919-413, March 2019. View Details
  • Deighton, John, and Leora Kornfeld. "Wattpad." Harvard Business School Teaching Plan 920-301, August 2019. View Details
  • Deighton, John, and Leora Kornfeld. "Gimlet Media: A Podcasting Startup." Harvard Business School Teaching Plan 919-405, November 2018. (Revised February 2019.) View Details
  • Deighton, John, and Leora Kornfeld. "Gimlet Media: A Podcasting Startup." Harvard Business School Case 918-413, April 2018. (Revised February 2019.) View Details
  • Deighton, John, and Mike Horia Teodorescu. "Big Data in Marketing." Harvard Business School Course Overview Note 517-077, December 2016. (Revised December 2020.) View Details
  • Deighton, John, and Leora Kornfeld. "Instacart and the New Wave of Grocery Startups." Harvard Business School Case 515-089, April 2015. (Revised March 2017.) View Details
  • Deighton, John. "Instacart and the New Wave of Grocery Startups." Harvard Business School Teaching Note 918-411, February 2018. View Details
  • Deighton, John, Sofia Pietrella, and Leora Kornfeld. "WPP: From Mad Men to Math Men (and Women)." Harvard Business School Case 516-065, March 2016. (Revised April 2018.) View Details
  • Deighton, John, and Leora Kornfeld. "WPP: From Mad Men to Math Men (And Women)." Harvard Business School Teaching Note 918-409, February 2018. View Details
  • Deighton, John, Allison Ciechanover, and Mike Horia Todorescu. "Shopkick: The Power of Shopper Data." Harvard Business School Case 517-069, February 2017. (Revised April 2018.) View Details
  • Deighton, John A., and Leora Kornfeld. "Legendary Entertainment: Moneyball for Motion Pictures." Harvard Business School Case 516-117, May 2016. (Revised April 2019.) View Details
  • Deighton, John. "Acxiom." Harvard Business School Case 516-037, January 2016. View Details
  • Deighton, John. "Managing Marketing Data at Allstate." Harvard Business School Case 516-023, March 2016. View Details
  • Deighton, John, and Leora Kornfeld. "Coca-Cola on Facebook." Harvard Business School Teaching Note 516-032, September 2015. View Details
  • Deighton, John, and Leora Kornfeld. "Target Stores: The Hunt for 'Unvolunteered Truths'." Harvard Business School Case 515-090, May 2015. (Revised April 2016.) View Details
  • Deighton, John, and Leora Kornfeld. "Target Stores: The Hunt for 'Unvolunteered Truths'." Harvard Business School Teaching Note 920-306, February 2020. View Details
  • Deighton, John A., and Leora Kornfeld. "Harvard Business School Executive Education: Balancing Online and Offline Marketing." Harvard Business School Teaching Note 514-123, April 2014. (Revised May 2014.) View Details
  • Deighton, John, and James T. Kindley. "Olympic Rent-A-Car U.S.: Customer Loyalty Battles, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 913-571, June 2013. View Details
  • Deighton, John, and James T. Kindley. "Olympic Rent-A-Car U.S.: Customer Loyalty Battles (Brief Case)." Harvard Business School Teaching Note 913-569, June 2013. View Details
  • Deighton, John, and James T. Kindley. "Olympic Rent-A-Car U.S.: Customer Loyalty Battles." Harvard Business School Brief Case 913-568, June 2013. View Details
  • Deighton, John, and Leora Kornfeld. "Amazon, Apple, Facebook, and Google 2018." Harvard Business School Teaching Note 513-100, April 2013. (Revised June 2018.) View Details
  • Deighton, John A., and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Video Supplement 513-704, March 2013. View Details
  • Deighton, John, and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Teaching Note 513-092, April 2013. View Details
  • Deighton, John, and Leora Kornfeld. "Amazon, Apple, Facebook, and Google 2018." Harvard Business School Case 513-060, January 2013. (Revised June 2018.) (request a courtesy copy.) View Details
  • Deighton, John, and Leora Kornfeld. "Bluefin Labs: The Acquisition by Twitter." Harvard Business School Case 513-091, June 2013. (Revised November 2013.) (request a courtesy copy.) View Details
  • Deighton, John, and Leora Kornfeld. "Bluefin Labs: The Acquisition by Twitter." Harvard Business School Teaching Note 513-094, April 2013. View Details
  • Deighton, John A., and Leora Kornfeld. "Nettwerk: Digital Marketing in the Music Industry." Harvard Business School Case 510-055, October 2009. (Revised March 2012.) (request a courtesy copy.) View Details
  • Deighton, John A., and Leora Kornfeld. "Harvard Business School Executive Education: Balancing Online and Offline Marketing." Harvard Business School Case 510-091, February 2010. (Revised March 2012.) (request a courtesy copy.) View Details
  • Deighton, John, and Leora Kornfeld. "Google+." Harvard Business School Case 512-032, November 2011. (Revised January 2012.) View Details
  • Deighton, John A., and Leora Kornfeld. "Sony and the JK Wedding Dance (TN)." Harvard Business School Teaching Note 511-071, November 2010. (Revised January 2012.) View Details
  • Deighton, John, and Leora Kornfeld. "Demand Media (TN)." Harvard Business School Teaching Note 512-021, July 2011. (Revised January 2012.) View Details
  • Deighton, John, and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Case 511-117, February 2011. (Revised December 2012.) (request a courtesy copy.) View Details
  • Deighton, John, and Leora Kornfeld. "Demand Media." Harvard Business School Case 511-043, March 2011. (Revised December 2012.) (request a courtesy copy.) View Details
  • Deighton, John, and Leora Kornfeld. "Coca-Cola on Facebook." Harvard Business School Case 511-110, February 2011. (Revised December 2012.) (request a courtesy copy.) View Details
  • Deighton, John, Jill Avery, and Jeffrey Fear. "Porsche: The Cayenne Launch." Harvard Business School Case 511-068, February 2011. (Revised December 2012.) (request a courtesy copy.) View Details
  • Deighton, John, Leora Kornfeld, Yanqun He, and Qingyun Jiang. "Herborist." Harvard Business School Case 511-051, August 2010. (Revised October 2014.) (request a courtesy copy.) View Details
  • Deighton, John, and Leora Kornfeld. "Sony and the JK Wedding Dance." Harvard Business School Case 510-064, December 2009. (Revised December 2012.) (request a courtesy copy.) View Details
  • Deighton, John, and Leora Kornfeld. "The Cheezburger Network (TN)." Harvard Business School Teaching Note 512-053, November 2011. View Details
  • Deighton, John, and Leora Kornfeld. "The Cheezburger Network." Harvard Business School Case 511-091, February 2011. (Revised November 2013.) (request a courtesy copy.) View Details
  • Deighton, John A., and Leora Kornfeld. "United Breaks Guitars." Harvard Business School Case 510-057, January 2010. (Revised August 2011.) (request a courtesy copy.) View Details
  • Deighton, John. "The Case Method of Instruction." Harvard Business School Course Overview Note 512-027, August 2011. View Details
  • Deighton, John A., and Sarah Abbott. "Designs by Kate: The Power of Direct Sales." Harvard Business School Brief Case 114-284, April 2011. View Details
  • Deighton, John A., and Sarah Abbott. "Designs by Kate: The Power of Direct Sales (Brief Case)." Harvard Business School Teaching Note 114-285, April 2011. View Details
  • Deighton, John A., and Sarah Abbott. "Designs by Kate: The Power of Direct Sales, Spreadsheet Supplement (Brief Case)." Harvard Business School Spreadsheet Supplement 114-286, April 2011. View Details
  • Deighton, John A., and Sarah Abbott. "Designs by Kate: The Power of Direct Sales, Faculty Spreadsheet (Brief Case)." Harvard Business School Spreadsheet Supplement 114-288, April 2011. View Details
  • Deighton, John, and Jill Avery. "Porsche: The Cayenne Launch (TN)." Harvard Business School Teaching Note 511-069, February 2011. View Details
  • Deighton, John A., and Leora Kornfeld. "Nettwerk: Digital Marketing in the Music Industry (TN)." Harvard Business School Teaching Note 511-056, October 2010. View Details
  • Deighton, John A., and Leora Kornfeld. "Slanket: Responding to Snuggie's Market Entry." Harvard Business School Case 510-034, August 2009. (Revised August 2010.) View Details
  • Deighton, John A., and Leora Kornfeld. "Slanket: Responding to Snuggie's Market Entry (TN)." Harvard Business School Teaching Note 510-098, March 2010. (Revised August 2010.) View Details
  • Deighton, John A., and Leora Kornfeld. "United Breaks Guitars." Harvard Business School Teaching Note 510-123, June 2010. (Revised January 2021.) View Details
  • Deighton, John A., and Leora Kornfeld. "Obama versus Clinton: The YouTube Primary." Harvard Business School Case 509-032, October 2008. (Revised November 2009.) (request a courtesy copy.) View Details
  • Deighton, John A., and Leora Kornfeld. "Obama versus Clinton: The YouTube Primary (TN)." Harvard Business School Teaching Note 509-038, January 2009. View Details
  • Deighton, John A. "Dove: Evolution of a Brand - Advertising Supplement." Harvard Business School Video Supplement 508-704, May 2008. View Details
  • Deighton, John A. "Dove: Evolution of a Brand (TN)." Harvard Business School Teaching Note 508-109, April 2008. View Details
  • Deighton, John A., and Leyland Pitt. "Marketing Chateau Margaux (TN)." Harvard Business School Teaching Note 508-107, April 2008. View Details
  • Deighton, John A. "Dove: Evolution of a Brand." Harvard Business School Case 508-047, October 2007. (Revised March 2008.) (request a courtesy copy.) View Details
  • Deighton, John A., Leyland Pitt, Vincent Marie Dessain, Daniela Beyersdorfer, and Anders Sjoman. "Marketing Chateau Margaux." Harvard Business School Case 507-033, October 2006. (Revised August 2007.) (request a courtesy copy.) View Details
  • Deighton, John A. "Gary Loveman of Harrah's at Harvard Business School: Harrah's Total Rewards." Harvard Business School Video Supplement 506-709, February 2006. View Details
  • Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, August 2004. (Revised February 2006.) (request a courtesy copy.) View Details
  • Deighton, John A. "Nectar: Making Loyalty Pay (TN)." Harvard Business School Teaching Note 506-048, December 2005. View Details
  • Deighton, John A. "Nectar: Making Loyalty Pay." Harvard Business School Case 505-031, December 2004. (Revised December 2005.) (request a courtesy copy.) View Details
  • Deighton, John A., and Stowe Shoemaker. "Hilton HHonors Worldwide: Loyalty Wars." Harvard Business School Case 501-010, October 2000. (Revised November 2005.) (request a courtesy copy.) View Details
  • Deighton, John A. "Marketing James Patterson (TN)." Harvard Business School Teaching Note 505-033, September 2004. View Details
  • Deighton, John A., and Das Narayandas. "Siebel Systems: Anatomy of a Sale, Parts 1, 2, and 3 (TN)." Harvard Business School Teaching Note 504-087, March 2004. View Details
  • Deighton, John A. "Snapple." Harvard Business School Case 599-126, June 1999. (Revised December 2003.) (request a courtesy copy.) View Details
  • Deighton, John A., and Kayla Bakshi. "Webvan: Groceries on the Internet." Harvard Business School Case 500-052, November 1999. (Revised March 2003.) View Details
  • Deighton, John A., and Das Narayandas. "Siebel Systems: Anatomy of a Sale, Part 2." Harvard Business School Case 503-022, August 2002. (Revised February 2003.) View Details
  • Deighton, John A., and Das Narayandas. "Siebel Systems: Anatomy of a Sale, Part 1." Harvard Business School Case 503-021, August 2002. (Revised January 2003.) (request a courtesy copy.) View Details
  • Deighton, John A. "Webvan: Groceries on the Internet (TN)." Harvard Business School Teaching Note 503-049, November 2002. View Details
  • Deighton, John A. "Centra Software (TN)." Harvard Business School Teaching Note 503-047, November 2002. View Details
  • Deighton, John A., and Laetitia Pouliquen. "Centra Software." Harvard Business School Case 502-009, July 2001. (Revised October 2002.) (request a courtesy copy.) View Details
  • Deighton, John A., and Das Narayandas. "Siebel Systems: Anatomy of a Sale, Part 3." Harvard Business School Case 503-023, August 2002. View Details
  • Deighton, John A. "MicroFridge, TN." Harvard Business School Teaching Note 503-030, August 2002. View Details
  • Deighton, John A. "MicroFridge: The Execution." Harvard Business School Case 503-017, August 2002. View Details
  • Deighton, John A. "MicroFridge: The Concept." Harvard Business School Case 599-049, August 1998. (Revised August 2002.) (request a courtesy copy.) View Details
  • Deighton, John A., Alison Berkley, and John Barabino. "Note on Marketing and the Internet." Harvard Business School Background Note 597-037, December 1996. (Revised July 2002.) View Details
  • Deighton, John A. "Brita Products Company, The TN." Harvard Business School Teaching Note 501-067, February 2001. (Revised January 2002.) View Details
  • Deighton, John A. "Brita Products Company, The." Harvard Business School Case 500-024, August 1999. (Revised January 2002.) (request a courtesy copy.) View Details
  • Deighton, John A. "Peppers and Rogers Group, The." Harvard Business School Case 500-096, April 2000. (Revised September 2001.) (request a courtesy copy.) View Details
  • Deighton, John A. "Alloy.com: Marketing to Generation Y TN." Harvard Business School Teaching Note 501-043, October 2000. (Revised August 2001.) View Details
  • Deighton, John A. "DoubleClick Buys Abacus (A)." Harvard Business School Case 500-091, April 2000. (Revised June 2001.) (request a courtesy copy.) View Details
  • Deighton, John A. "DoubleClick Buys Abacus (B)." Harvard Business School Case 501-085, June 2001. View Details
  • Deighton, John A., and Anjali C. Shah. "CVS: The Web Strategy." Harvard Business School Case 500-008, December 1999. (Revised February 2001.) (request a courtesy copy.) View Details
  • Deighton, John A. "CVS: The Web Strategy TN." Harvard Business School Teaching Note 501-064, February 2001. View Details
  • Deighton, John A. "Hilton HHonors Worldwide: Loyalty Wars TN." Harvard Business School Teaching Note 501-059, December 2000. View Details
  • Deighton, John A., and Gil McWilliams. "Alloy.com: Marketing to Generation Y." Harvard Business School Case 500-048, January 2000. (Revised June 2000.) (request a courtesy copy.) View Details
  • Deighton, John A., and Anthony St. George. "USA TODAY Online." Harvard Business School Case 598-133, March 1998. (Revised November 1999.) (request a courtesy copy.) View Details
  • Deighton, John A. "USA TODAY Online TN." Harvard Business School Teaching Note 599-097, February 1999. (Revised November 1999.) View Details
  • Deighton, John A. "Snapple TN." Harvard Business School Teaching Note 500-033, October 1999. View Details
  • Deighton, John A., and Anita M. McGahan. "Adesemi Communications International: African Communications Group." Harvard Business School Video Supplement 799-504, June 1999. View Details
  • Deighton, John A. "Dendrite International (Condensed)." Harvard Business School Case 597-072, January 1997. (Revised July 1998.) (request a courtesy copy.) View Details
  • Deighton, John A. "First Year Marketing Module Summary: Evolution of Marketing TN." Harvard Business School Teaching Note 598-017, July 1997. View Details
  • Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (A) - (F) (TN)." Harvard Business School Teaching Note 597-041, May 1997. View Details
  • Deighton, John A. "Rogers Communications, Inc.: The Wave TN." Harvard Business School Teaching Note 597-078, March 1997. View Details
  • Deighton, John A. "IDS Financial Services (condensed)." Harvard Business School Teaching Note 596-061, October 1995. (Revised February 1997.) View Details
  • Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (A)." Harvard Business School Exercise 596-039, August 1995. (Revised January 1997.) View Details
  • Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (B)." Harvard Business School Exercise 596-040, August 1995. (Revised January 1997.) View Details
  • Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (C)." Harvard Business School Exercise 596-041, August 1995. (Revised January 1997.) View Details
  • Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (D)." Harvard Business School Exercise 596-042, August 1995. (Revised January 1997.) View Details
  • Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (E)." Harvard Business School Exercise 596-043, August 1995. (Revised January 1997.) View Details
  • Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (F)." Harvard Business School Exercise 596-044, August 1995. (Revised January 1997.) View Details
  • Deighton, John A., John Barabino, and Alison Berkley. "SiteSpecific: www.sitespecific.com." Harvard Business School Case 596-117, June 1996. (Revised December 1996.) View Details
  • Deighton, John A., Karsten Voermann, and Reginal Gilyard. "Rogers Communications, Inc.: The Wave." Harvard Business School Case 597-050, November 1996. (Revised December 1996.) (request a courtesy copy.) View Details
  • Deighton, John A. "IDS Financial Services (Condensed)." Harvard Business School Case 596-045, August 1995. (Revised October 1996.) (request a courtesy copy.) View Details
Other Publications and Materials
  • Deighton, John A., and Leora Kornfeld. "The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation." Report, Interactive Advertising Bureau (IAB), New York, October 2021. View Details
  • Deighton, John A., and Peter A. Johnson. "The Value of Data: Consequences for Insight, Innovation & Efficiency in the U.S. Economy." Report, 2015. View Details
  • Deighton, John A., and Leora Kornfeld. "Economic Value of the Advertising-Supported Internet Ecosystem." Report, Interactive Advertising Bureau, New York, September 2012. View Details
Research Summary
Overview
Professor Deighton conducts research at the intersection of information technology and marketing. He is interested in the complementary uses of human and artificial intelligence and creativity in areas such as advertising, content creation, and online retailing. He studies, on one hand, how data, particularly data that profiles individuals and depicts their social relationships, is gathered, processed, and applied by firms to acquire and retain customers. On the other hand, he studies how people manage their privacy and its obverse, their identities.
Keywords: Marketing; Media; Information Technology; Advertising Industry; Communications Industry; Consumer Products Industry; Information Technology Industry; Telecommunications Industry; Publishing Industry; North and Central America; Asia; Europe
Personal Data in Marketing
Between 10% and 20% of all marketing activity in the United States, and a smaller proportion internationally, relies on data about individuals, whether personally identifying or pseudonomized. These data flow across a system of established and emerging firms operating as an industriy whose raw material is information about people and whose output is efficient matching of sellers to buyers.  This research project is concerned with questions of public policy and corporate strategy. The research investigates the industry's value chain, its sub-structures, its pattern of evolution, and its future.  It considers regulation and legislation, and will examine the comparative effects of regulatory regimes.
Keywords: Data; Personal Data; Information Technology; Industry Structure; Marketing
Anonymity and Identity
In most consumer markets, consumers are accustomed to operating in relative anonymity. A complex social adjustment is occurring as people realize that anonymity is often no longer their default condition - it must be sought and in some cases bought. New conceptions of privacy are being constructed by processes of public policymaking and marketplace negotiation in settings that range from healthcare to security in air travel to email spam. This research is building a conceptual framework and empirical evidence on consumer preferences for anonymity and identity.
Keywords: Privacy; Anonymity
Social Media and Their Consequences
Social media have had negative consequences for entertainment industries such as music and motion pictures, but they have had positive implications too. This project is concerned with one aspect of these social media effects: changes in the process by which talented people achieve individual success. It investigates how people rise to celebrity when they cannot or chose not to rely on traditional media entertainment industry infrastructures. It explores how, and to what extent, a more populist fame-making process is enabled. It studies the balance between celebrity manufactured for us, and celebrity manufactured by us.
Keywords: Entertainment; Social Media
Teaching
Marketing Strategies for Profitable Growth—China
Maintaining quality standards and sustaining profitable growth in China's rapidly evolving marketplace requires powerful marketing strategies that enable organizations to build and nurture long-term customer relationships. To help executives meet this challenge, this course focuses on the critical marketing components required to compete both in China and globally and explores the leading marketing practices from around the world that can be applied to create and sustain competitive advantage in Asia and beyond.

Related Link: Marketing Strategies for Profitable Growth (HBS Exec Ed)
Digital Marketing Strategy

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and services to sell, and secondarily with the challenges of developing the tools of digital marketing.

Digital media, and in particular social media like Youtube, Facebook, Blogs, and Twitter, represent radically new tools for reaching customers, collaborating with them, building relationships, and spreading ideas virally. Paid search advertising tools like Google's Adsense make "free to consumer" a strategic option. Digital distribution channels change the relationship between manufacturers and retailers, and destabilize entire industry ecosystems, This course examines how pioneering corporations are using these tools to build digital marketing and Web branding strategies for large companies and small, and the course identifies techniques and frameworks to generalize from these pioneering practices.

The course teaches how to use search engine marketing, social media display advertising, and mobile display advertising, with the help of a hands-on class project in which real funds are spent to achieve in-market results. Next it uses cases on viral propagation to teach some of the mechanics by which social media transmit and create persuasive content. Third, the course explores how marketing companies adopt some of the methods of digital age publishers to disintermediate traditional publishers and take content directly to their customers and prospects.

The career focus of students taking the course is likely to include both people with an interest in Web-based entrepreneurship, but also people interested in general consumer marketing and general management careers. Given the way marketing media are evolving and patterns of consumer engagement with media are changing, our goal as a class will be to anticipate trends that, while novel and relatively unexplored today, will be mainstream in the next decade.

Overview
I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability.
Keywords: Information; Advertising; Marketing; Media; Technology
Awards & Honors
Winner of the 2020 Louis W. Stern Award from the American Marketing Association for “Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time” (Journal of Marketing, 2012) with Jill Avery, Thomas Steenburgh, and Mary Caravella.
Won a 2012 European Case Clearing House (ecch) Award in the Marketing category for his case "Dove: Evolution of a Brand" (HBS Case 508-047).
Received the 2011 Edward N. Mayer Jr. Education Leadership Award from the Direct Marketing Educational Foundation (DMEF).
Received the 2002 Robert B. Clarke Outstanding Educator Award from the Direct Marketing Education Foundation.
Received the Hillel J. Einhorn Excellence in Teaching Award in 1995.
Additional Information
  • CV
  • Working Knowledge
Social Media
  • X
  • LinkedIn
Organizations & Associations
  • The Digital, Data and Design (D^3) Institute at Harvard
  • Berkman-Klein Center for Internet & Society
  • Marketing Science Institute
Areas of Interest
  • brands and branding
  • communication technologies
  • consumer behavior
  • electronic commerce
  • interactive communication
  • Additional Topics
  • business marketing
  • competitive strategy
  • consumer goods
  • consumer psychology
  • customer behavior
  • customer profitability analysis
  • customer relationship management
  • customer satisfaction
  • cyberlaw
  • database marketing
  • electronic markets
  • ethnography
  • high-tech marketing
  • managerial cognition
  • marketing
  • pricing
  • product management
  • sales force management
  • service management
  • Industries
  • advertising
  • banking
  • beverage
  • communications
  • computer
  • consumer products
  • credit card
  • e-commerce industry
  • financial services
  • grocery
  • hotels & motels
  • information technology industry
  • marketing industry
  • music
  • pharmaceuticals
  • professional services
  • Geographies
  • Africa
  • Botswana
  • China
  • Europe
  • Hong Kong
  • Lesotho
  • Netherlands
  • North America
  • South Africa
  • Southern Africa
  • Swaziland
  • Taiwan
  • United Kingdom
  • United States
  • Western Europe
  • Zimbabwe
In The News

In The News

    • 01 Oct 2019
    • Cold Call

    Can Gimlet Turn a Podcast Network Into a Disruptive Platform?

    • 19 Apr 2019
    • Wall Street Journal

    Tiger’s Back, and That’s Good News for Other Troubled Brands

    • 27 Aug 2018
    • Harvard Gazette

    How to think like a gourmet

    • 10 Apr 2018
    • BBC News

    'More than 600 apps had access to my iPhone data'

    • 20 Mar 2018
    • USA Today

    Has online grocery delivery reached a tipping point?

→More News for John A. Deighton

John A. Deighton In the News

01 Oct 2019
Cold Call
Can Gimlet Turn a Podcast Network Into a Disruptive Platform?

19 Apr 2019
Wall Street Journal
Tiger’s Back, and That’s Good News for Other Troubled Brands

27 Aug 2018
Harvard Gazette
How to think like a gourmet

10 Apr 2018
BBC News
'More than 600 apps had access to my iPhone data'

20 Mar 2018
USA Today
Has online grocery delivery reached a tipping point?

18 Sep 2017
HBS Working Knowledge
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

27 Jul 2017
Cold Call
The Revolution in Advertising: From Don Draper to Big Data

03 Dec 2016
Boston Globe
Facebook Live is reinventing the sales party

22 Aug 2016
Harvard Business Review
A Refresher on Marketing Myopia

30 Jun 2016
MIT Technology Review
Unicorn Instacart Hopes Its Data Scientists Can Calculate a Path to Profits

25 Nov 2015
Wired
DoorDash Could Be the Next Unicorn—Or a Sign of Disaster

18 May 2015
HBS Working Knowledge
Advertisers Get Serious About Playing With Their Brands

19 Dec 2014
American Public Media: Marketplace
Super-fast delivery is the new game in town

23 Oct 2014
Fast Company
Investors Give Ello $5.5 Million Even After it Bans Its Most Obvious Revenue Source

17 Oct 2014
New Scientist
Can Google Express deliver on same-day shopping?

15 Oct 2014
Harvard Business School
The Next Generation of Social Networks

18 Aug 2014
New York Times
Delivery Start-Ups Are Back Like It’s 1999

01 Aug 2014
Wall Street Journal
Consumer Products Companies are Seeking Less Shelf Space

15 Oct 2013
Wall Street Journal
Study: Digital Marketing Industry Worth $62 Billion

19 Sep 2013
MIT Technology Review
Q & A with Professor John Deighton

31 Aug 2013
Boston Globe
Long CVS receipts spark social media sensation

26 Nov 2012
HBS Working Knowledge
New Winners & Losers in the Internet Economy

26 Nov 2012
HBS Working Knowledge
New Winners and Losers in Internet Economy

12 Oct 2012
The B-School Twitter-Free Zone

01 Oct 2012
Wall Street Journal
Good News in Jobs: Ad-Supported Internet Economy Doubles

02 Apr 2012
Harvard Crimson
Three Business School Professors Win Case Writing Award

29 Mar 2012
Harvard Business School Faculty Members Win Big in Case-Writing Competition

23 Mar 2012
Boston Business Journal
Consumer tech takes off in Massachusetts

01 Mar 2012
Marketing Management
The Fundamental Things Apply

06 Feb 2012
Boston Globe
Overseas growth challenges Facebook

21 Jan 2012
Innovation Hub
The Future Of Advertising

29 Nov 2011
HBR Blogs
What We Really Know About Consumer Behavior

25 May 2011
Financial Times
Online grocery market reaches maturity

22 Oct 2010
Boston Globe
Baker, Patrick vie for high-tech edge

21 Oct 2010
Harvard Business School Faculty on Facebook and Privacy

18 Oct 2010
Honorable Mention

27 Aug 2010
Reuters
Startup TeamBuy uses Chinese bargaining model

11 Aug 2010
New York Times
Will FreshDirect's Changes Work?

18 May 2010
HBR Blogs
Brands and the Dark Side of Social Media

18 May 2010
HBR Blogs
Brands and the Dark Side of Social Media

09 Mar 2010
San Francisco Chronicle
Increased access to broadband vital to growth

13 Feb 2010
Boston Globe
Comcast enters rebranding territory


WBUR: Radio Boston
Could The Delivery App Boom End Up A Bust?

Additional Information
CV
Working Knowledge

Social Media

X
LinkedIn

Organizations & Associations

The Digital, Data and Design (D^3) Institute at Harvard
Berkman-Klein Center for Internet & Society
Marketing Science Institute

Areas of Interest

brands and branding
communication technologies
consumer behavior
electronic commerce
interactive communication
 More

Additional Topics

business marketing
competitive strategy
consumer goods
consumer psychology
customer behavior
customer profitability analysis
customer relationship management
customer satisfaction
cyberlaw
database marketing
electronic markets
ethnography
high-tech marketing
managerial cognition
marketing
pricing
product management
sales force management
service management

Industries

advertising
banking
beverage
communications
computer
consumer products
credit card
e-commerce industry
financial services
grocery
hotels & motels
information technology industry
marketing industry
music
pharmaceuticals
professional services

Geographies

Africa
Botswana
China
Europe
Hong Kong
Lesotho
Netherlands
North America
South Africa
Southern Africa
Swaziland
Taiwan
United Kingdom
United States
Western Europe
Zimbabwe
 Less

In The News

    • 01 Oct 2019
    • Cold Call

    Can Gimlet Turn a Podcast Network Into a Disruptive Platform?

    • 19 Apr 2019
    • Wall Street Journal

    Tiger’s Back, and That’s Good News for Other Troubled Brands

    • 27 Aug 2018
    • Harvard Gazette

    How to think like a gourmet

    • 10 Apr 2018
    • BBC News

    'More than 600 apps had access to my iPhone data'

    • 20 Mar 2018
    • USA Today

    Has online grocery delivery reached a tipping point?

→More News for John A. Deighton

John A. Deighton In the News

01 Oct 2019
Cold Call
Can Gimlet Turn a Podcast Network Into a Disruptive Platform?

19 Apr 2019
Wall Street Journal
Tiger’s Back, and That’s Good News for Other Troubled Brands

27 Aug 2018
Harvard Gazette
How to think like a gourmet

10 Apr 2018
BBC News
'More than 600 apps had access to my iPhone data'

20 Mar 2018
USA Today
Has online grocery delivery reached a tipping point?

18 Sep 2017
HBS Working Knowledge
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

27 Jul 2017
Cold Call
The Revolution in Advertising: From Don Draper to Big Data

03 Dec 2016
Boston Globe
Facebook Live is reinventing the sales party

22 Aug 2016
Harvard Business Review
A Refresher on Marketing Myopia

30 Jun 2016
MIT Technology Review
Unicorn Instacart Hopes Its Data Scientists Can Calculate a Path to Profits

25 Nov 2015
Wired
DoorDash Could Be the Next Unicorn—Or a Sign of Disaster

18 May 2015
HBS Working Knowledge
Advertisers Get Serious About Playing With Their Brands

19 Dec 2014
American Public Media: Marketplace
Super-fast delivery is the new game in town

23 Oct 2014
Fast Company
Investors Give Ello $5.5 Million Even After it Bans Its Most Obvious Revenue Source

17 Oct 2014
New Scientist
Can Google Express deliver on same-day shopping?

15 Oct 2014
Harvard Business School
The Next Generation of Social Networks

18 Aug 2014
New York Times
Delivery Start-Ups Are Back Like It’s 1999

01 Aug 2014
Wall Street Journal
Consumer Products Companies are Seeking Less Shelf Space

15 Oct 2013
Wall Street Journal
Study: Digital Marketing Industry Worth $62 Billion

19 Sep 2013
MIT Technology Review
Q & A with Professor John Deighton

31 Aug 2013
Boston Globe
Long CVS receipts spark social media sensation

26 Nov 2012
HBS Working Knowledge
New Winners & Losers in the Internet Economy

26 Nov 2012
HBS Working Knowledge
New Winners and Losers in Internet Economy

12 Oct 2012
The B-School Twitter-Free Zone

01 Oct 2012
Wall Street Journal
Good News in Jobs: Ad-Supported Internet Economy Doubles

02 Apr 2012
Harvard Crimson
Three Business School Professors Win Case Writing Award

29 Mar 2012
Harvard Business School Faculty Members Win Big in Case-Writing Competition

23 Mar 2012
Boston Business Journal
Consumer tech takes off in Massachusetts

01 Mar 2012
Marketing Management
The Fundamental Things Apply

06 Feb 2012
Boston Globe
Overseas growth challenges Facebook

21 Jan 2012
Innovation Hub
The Future Of Advertising

29 Nov 2011
HBR Blogs
What We Really Know About Consumer Behavior

25 May 2011
Financial Times
Online grocery market reaches maturity

22 Oct 2010
Boston Globe
Baker, Patrick vie for high-tech edge

21 Oct 2010
Harvard Business School Faculty on Facebook and Privacy

18 Oct 2010
Honorable Mention

27 Aug 2010
Reuters
Startup TeamBuy uses Chinese bargaining model

11 Aug 2010
New York Times
Will FreshDirect's Changes Work?

18 May 2010
HBR Blogs
Brands and the Dark Side of Social Media

18 May 2010
HBR Blogs
Brands and the Dark Side of Social Media

09 Mar 2010
San Francisco Chronicle
Increased access to broadband vital to growth

13 Feb 2010
Boston Globe
Comcast enters rebranding territory


WBUR: Radio Boston
Could The Delivery App Boom End Up A Bust?

ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.