Research and Knowledge Center

Connecting industry leaders and notable academics, The Center for Measurable Marketing is focused on analyzing measures of marketing effectiveness, and translating these measures into demonstrated business value for its community.
The Center is also dedicated to understanding the underlying psychological processes for how and when consumers react to actions taken by marketers.
 
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Branding

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  Internet Branding, Branding of Entertainment Sports, Point-of-Sale Branding
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Marketing Effectiveness

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  Return on Investment/Return on Marketing Investment, Marketing Mix Effectiveness Models, Channel Convergence, The Interaction Between Online and In-Store, The Effectiveness in Direct Marketing
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New Media

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  Branded Entertainment, Social Media, Shopper Marketing, Mobile Marketing
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Online

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  Online Pricing, Online Auctions
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Value of Customer Relationships

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  E-Commerce, The Strategic Use of Information Technology as a Corporate Asset

Featured Research

Professor Henry Assael
purplearrow 2012 Great Mind Award

"From Silos to Synergy: A Fifty-Year Review of Cross-Media Research Shows Synergy Has Yet to Achieve its Full Potential", wins award for best paper in the Journal of Advertising Research (JAR) in 2011. According to Assael, "the technology resulting in the proliferation of media has outstripped the means to measure cross-media effectiveness." Read the full paper.

Research Inquiries

To inquire about research partnerships, please contact E. Craig Stacey, Director of Research, at estacey@stern.nyu.edu.

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