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Deighton, John A.Remove Deighton, John A. →

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  • 1993
  • Chapter

Decomposing a Brand's Customer Franchise into Buyer Types

By: J. McQueen, J. Foley and J. A. Deighton
Keywords: Brands and Branding; Customers; Demand and Consumers
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  • 1993
  • Chapter

Teaching Emotion with Drama Advertising

By: J. A. Deighton and S. Hoch
Keywords: Teaching; Advertising; Advertising Industry; Education Industry
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  • 1993
  • Article

Interactive Marketing: Exploiting the Age of Addressability

By: R. C. Blattberg and J. A. Deighton
Keywords: Marketing
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  • Article

The Consumption of Performance

By: J. A. Deighton
Keywords: Performance
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  • fall 1991
  • Article

Interactive Marketing: Exploiting the age of Addressability

By: J. A. Deighton and R. C. Blattberg
Keywords: Marketing
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  • 1991
  • Chapter

Reactions to Political Advertising Depend on the Nature of the Voter-Candidate Bond

By: J. A. Deighton, L. F. Alwitt and J. Grimm
Keywords: Advertising Campaigns; Political Elections; Relationships; Attitudes; Advertising Industry
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  • Research Summary

Anonymity and Identity

By: John A. Deighton
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... View Details
Keywords: Privacy; Anonymity
  • Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

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... View Details

  • Teaching Interest

Marketing Strategies for Profitable Growth—China

By: John A. Deighton
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... View Details
  • Teaching Interest

Overview

By: John A. Deighton
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. View Details
Keywords: Digital Marketing; Database Marketing; Social Media; Data Analytics; Information; Advertising; Marketing; Media; Technology; Consumer Products Industry; Entertainment and Recreation Industry; Information Technology Industry; Publishing Industry; Media and Broadcasting Industry
  • Research Summary

Overview

By: John A. Deighton
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... View Details
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
  • Research Summary

Personal Data in Marketing

By: John A. Deighton
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... View Details
Keywords: Data; Personal Data; Information Technology; Industry Structure; Marketing
  • Research Summary

Social Media and Their Consequences

By: John A. Deighton
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... View Details
Keywords: Entertainment; Social Media