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WINTER 2015        MARKETING AREA NEWSLETTER

LETTER FROM THE CHAIR

Dear Colleagues,


Greetings from Fordham University in New York City. Welcome to the second issue of our marketing area newsletter. A lot has happened since the first issue back in fall 2014 and I am happy to share some of the news with you.

Our marketing faculty continues to publish rigorous, relevant and impactful research on a variety of topics in peer-reviewed journals. Under the Research section, you will see summaries of some of the selected publications of my colleagues, with topics ranging from success factors of product seeding to severity of service failure and customer satisfaction relationship, self-gifting purchases, and online peer-to-peer lending, among others.

As you already know, marketing as a profession has become reliant on both quantitative and qualitative data, more than ever. At Fordham, we in the marketing area revised our curriculum to include more quantitative and analytical courses to better prepare our students for their future careers. For example, the Marketing Analytics mini-course is now required for all marketing MBA students. Under the Teaching section, you can read about two courses, Data-Driven Marketing Decisions and Revealing Consumer Insights, that we offer in our undergraduate and graduate programs.

Last fall, we hosted two truly distinguished scholars as part of our Marketing Area Distinguished Speaker Series. Ruth N. Bolton and David Mick shared their research with our marketing faculty and a group of guest faculty and Ph.D. students from neighboring schools. The series will continue with more talks in the spring. Please contact me for details.

Please accept this e-newsletter as an open invitation to share your ideas or suggestions for possible collaborations and joint projects with our area and/or individual faculty members. You can always contact me at kabadayi@fordham.edu. I hope to hear from you!


Best wishes,
Sertan Kabadayi, Ph.D.
Associate Professor of Marketing
Area Chair, Marketing

RESEARCH
Should Retailers Give Products Away for Free?
Retailers often give away free products hoping to increase the word-of-mouth and long-term sales as well as profits. Dr. Mohammad Nejad and his co-authors are exploring the profit impact of seeding in the presence of consumer homophily. 
                                                                
Does the severity of a service failure affect customer satisfaction?
The generally accepted view among managers and researchers is that the greater the severity of a service failure, the greater the resulting impact on customer satisfaction and business outcomes, such as lost customers and revenue. Dr. Lerzan Aksoy and her co-authors 
discuss this research as it examines both minor and major incidents in the U.S. airline industry. 

When should a student complete teacher evaluation?
Having taught online marketing courses for nearly a decade, Dr. Hooman Estelami has always been curious as to what drives students' satisfaction levels and their evaluation of teacher effectiveness. 


What influences a person to self-gift?
Consumers frequently engage in self-gifting purchases. In a unique research,
Dr. Marina Carnevale and her co-authors discuss both “reward” and “compensation” motives that may underlie consumers’ self-gift purchases and the consequences of those gifts.


In social lending, does a photo impact a lending decision?
S
ocial lending in today's financial marketplace is discussed by Dr. Yuliya Komarova. "
P2P" pairs investors with borrowers in what might be described as Facebook meets Kickstarter. 

Should government play a role in the pharmaceutical industry?
In an article in the Journal of Product & Brand Management (
2014Vol 23, No. 7, 572-580)
Dr. Genevieve O’Connor provides a comprehensive review of pharmaceutical marketing practices.

iPhone, iPad, iPod: is there a correlation between the “I” generation & brand name? 
In a forthcoming paper in the Journal of Product and Brand Management, Dr. Luke Kachersky and Dr. Marina Carnevale find that consumers look more favorably on “I” brands when the product or service to which the brand is attached is geared toward personal benefits. 

 
HOT TOPIC 
New York Times Best-Seller: “The Wallet Allocation Rule”
Every year, companies spend billions of dollars measuring customer satisfaction in the hopes of finding the key to improving customer loyalty. According to Dr. Lerzan Aksoy, these companies fail to see what actually signals whether they are winning customers’ favor.
DISTINGUISHED SPEAKER SERIES
David Mick, the Robert Hill Carter Professor in Marketing at the University of Virginia’s McIntire School of Commerce, visited Fordham's marketing area as part of the Marketing Area Distinguished Speaker Series.

 
TEACHING 
Teaching business students how to make data-driven decisions
Dr. Mohammad Nejad has developed the Data-Driven Marketing Decision Making course to bring together topics from data mining, statistics, analytics and substantive areas of marketing to bridge the gap between managerial needs and technical expertise

Revealing consumer insights 
Dr. Timothy Malefyt teaches a course that enlightens students to first be aware of incorrect assumptions marketers often make in business and how these assumptions lead businesses off track. 

 
UPCOMING EVENTS
In April 2015, Fordham's marketing area will welcome:

Dr. Gita V. Johar, Meyer Feldberg Professor of Business, Columbia University.
If you wish to join us, please contact Dr. Kabadayi to make a reservation.

 
CONGRATULATIONS
Lerzan Aksoy, Professor of Marketing 
Professor Lerzan Aksoy has been named Associate Editor (AE) for the Journal of Service Research (JSR). JSR is the premier journal in service research and among the top journals in marketing. As associate editor, Professor Aksoy will be working closely with the editor of Journal of Service Research, Professor Mary Jo Bitner, Edward M. Carson Chair at Arizona State University. Dr. Aksoy's role will be to consolidate reviewer comments, resolve inconsistencies, highlight most important issues and make recommendations to the authors. As an AE, she will serve as a higher-level developmental editor and provide a road map to authors for how to improve their paper and make a recommendation to the editor.  Professor Aksoy has been on the Editorial Review Board of the Journal of Service Research since 2007 and received "Best Reviewer Award" from JSR in 2012.

Alexander Buoye, Associate Professor of Marketing
Lerzan Aksoy, Professor of Marketing

The Wallet Allocation Rule, authored by two of Fordham marketing faculty, Lerzan Aksoy and Alexander Buoye with their co-authors Timothy Keiningham and Luke Williams, made it to #16 on the New York Times Best-Seller list. The book also made it to the USA Today Best-Seller List.
Master of Science in Marketing Intelligence (MSMI)
Fordham offers a unique MS program in Marketing Intelligence that provides students with:
• Comprehensive skills in marketing analytics  
• Detailed knowledge of qualitative methods for revealing customer insights 
• Ability to make data-driven marketing decisions using various quantitative methods  
• Career-development workshops and applied projects
MARKETING AREA FACULTY - Rose Hill / Lincoln Center / Westchester

Lerzan Aksoy-Professor, Alexander Buoye-Assistant Professor,  Marina Carnevale-Assistant Professor, Janet DiLorenzo-Clinical Assistant Professor,  Hooman Estelami-Professor,  Marcia Flicker-Associate Professor,   David GautschiProfessor,  Ahir Gopaldas– Assistant Professor,  Albert Greco-Professor, Peter Johnson-Lecturer, Sertan Kabadayi-Chair/Associate Professor, Luke Kachersky-Assistant Professor,  Lawrence King-Assistant Professor,  Yuliya Komarova-Assistant Professor,  Dawn Lerman-Professor & Senior Associate Dean,  Timothy D. Malefyt - Clinical Associate Professor, Mohammad Nejad-Assistant Professor, Genevieve O’Connor-Assistant Professor.

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