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  • 13 Jun 2018
  • Working Paper Summaries

Learning to Become a Taste Expert

Keywords: by Kathryn A. Latour and John A. Deighton; Food & Beverage
  • 14 Nov 2016
  • Op-Ed

5 Lessons I Hope Marketers Don’t Learn from Donald Trump

If marketing is a profession, and I hope it is, then I suggest there are five rules that marketers should not follow in the interests of self-respect and respect for the profession. It pays to pander. No it... View Details
Keywords: by John A. Deighton
  • 05 Jul 2006
  • Working Paper Summaries

The Presentation of Self in the Information Age

Keywords: by John A. Deighton; Advertising
  • 28 Sep 2007
  • Working Paper Summaries

Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers

Keywords: by John A. Deighton & Leora Kornfeld
  • 26 Nov 2012
  • Research & Ideas

New Winners and Losers in the Internet Economy

study was directed by John A. Deighton, the Harold M. Brierley Professor of Business Administration at Harvard Business School. The study's principal investigator was HBS... View Details
Keywords: by Dina Gerdeman; Publishing
  • 26 Nov 2012
  • News

New Winners and Losers in Internet Economy

  • 17 Sep 2001
  • Research & Ideas

Why E-commerce Didn’t Die With the Fall of Webvan

delivery services should not be discounted too soon, according to HBS professor and marketing specialist John A. Deighton. As Deighton explained... View Details
Keywords: by Martha Lagace; Consumer Products; Retail
  • 16 May 2000
  • Research & Ideas

Getting the Message: How the Internet is Changing Advertising

last December, believes that "the real opportunity for the marketing industry lies in developing transactional-based models that enable consumer and client to work together more closely." HBS professor View Details
Keywords: by Susan Young
  • Article

Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus

By: John A. Deighton and Kent Grayson
Keywords: Marketing; Relationships; Management; Public Opinion
Related
  • 25 Sep 2000
  • Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

forthcoming book Digital Marketing (John Wiley & Sons), edited by Jerry Wind and Vijay Mahajan, John Deighton View Details
Keywords: by Peter K. Jacobs
  • September 2021
  • Comment

Commentary on ‘2019 Academic Marketing Climate Survey: Motivation, Results and Recommendations', by Jeff Galak and Barbara E. Kahn

By: John A. Deighton
This paper reflects on the conclusions of a survey by Galak and Kahn on the climate experienced by faculty of all genders and ethnicities in the marketing departments of US business schools. View Details
Keywords: Gender; Equality and Inequality; Organizational Culture
Related
  • 18 May 2015
  • Research & Ideas

Advertisers Get Serious About Playing With Their Brands

governed by a set of rules, the rules of play, according to John A. Deighton, Harold M. Brierley Professor of Business Administration at Harvard Business School, View Details
Keywords: by Dina Gerdeman; Advertising
  • April 2011
  • Case

Designs by Kate: The Power of Direct Sales

By: John A. Deighton and Sarah Abbott
The sales representatives at Designs by Kate (DBK) sell private label jewelry at hosted parties and through online social media channels. They are also responsible for recruiting, training, and managing new sales reps. CEO and founder Kate Creevey designed the... View Details
Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Motivation and Incentives; Marketing Strategy; Salesforce Management; Performance; Compensation and Benefits; Apparel and Accessories Industry
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  • 03 Dec 2007
  • Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

Consumers," HBS professor John Deighton and Leora Kornfeld, research director of Canada's Mobile MUSE Consortium, pinpoint 5 qualities of success in this new world of digital... View Details
Keywords: by Julia Hanna; Publishing; Advertising
  • April 2011
  • Teaching Note

Designs by Kate: The Power of Direct Sales (Brief Case)

By: John A. Deighton and Sarah Abbott
Teaching Note to 4277. View Details
Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Marketing Channels; Compensation and Benefits; Sales
Related
  • April 2011
  • Supplement

Designs by Kate: The Power of Direct Sales, Spreadsheet Supplement (Brief Case)

By: John A. Deighton and Sarah Abbott
Related
  • April 2011
  • Supplement

Designs by Kate: The Power of Direct Sales, Faculty Spreadsheet (Brief Case)

By: John A. Deighton and Sarah Abbott
Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Sales
Related
  • 10 Feb 2015
  • First Look

First Look: February 10

John A., and Leora Kornfeld Abstract—The new marketing order, as played out on media platforms like YouTube, Twitter and Instagram, is so unlike the order it is displacing that... View Details
Keywords: Sean Silverthorne
  • 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
  • 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