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Marketing

UNIT HEAD:

George M. Moffett Professor of Agriculture and Business

Jose B. Alvarez

Senior Lecturer of Business Administration

Tomomichi Amano

Visiting Assistant Professor of Business Administration

Jakurski Family Associate Professor of Business Administration

Senior Lecturer of Business Administration

Visiting Assistant Professor of Business Administration

MBA Class of 1962 Associate Professor of Business Administration

Rohit Deshpande

Sebastian S. Kresge Professor of Marketing

Robert J. Dolan

Baker Foundation Professor

Lincoln Filene Professor of Business Administration

John T. Gourville

Albert J. Weatherhead, Jr. Professor of Business Administration

Edward W. Carter Professor of Business Administration
Chair, General Management Program

Assistant Professor of Business Administration

Elizabeth A. Keenan

Assistant Professor of Business Administration

Jakurski Family Associate Professor of Business Administration

Stanley Roth, Sr. Professor of Retailing

Assistant Professor of Business Administration

Edsel Bryant Ford Professor of Business Administration
Senior Associate Dean for HBS Publishing; Senior Associate Dean for External Relations

Assistant Professor of Business Administration

Michael I. Norton

Harold M. Brierley Professor of Business Administration
Director of Research

T.J. Dermot Dunphy Professor of Business Administration

V. Kasturi Rangan

Malcolm P. McNair Professor of Marketing

Shelle M. Santana

Assistant Professor of Business Administration

Thales S. Teixeira

Lumry Family Associate Professor of Business Administration

Unit Affiliates

John A. Deighton

Professor, Emeritus

Stephen A. Greyser

Professor, Emeritus

Benson P. Shapiro

Professor, Emeritus

Professor, Emeritus

Professor, Emeritus

HBS Working Knowledge

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

re Elie Ofek

Countries such as Israel now realize they need to engage in public diplomacy as well as foreign diplomacy, and in place branding, not just political advocacy, says Elie Ofek.

Calculators for Women: When Identity Appeals Provoke Backlash

re Kate Barasz, Leslie K. John and Michael I. Norton

With calculators targeted to women and laundry products aimed at men, examples of identity-based labeling—or “identity appeals”—abound in advertising and marketing. Five studies show when and why suc

The Impacts of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment

re Donald K. Ngwe, Kris Johnson Ferreira and Thales S. Teixeira

This paper challenges the logic that making it easier for consumers to search across a wide assortment of products is the best strategy for online retailers. Experiments show that adding extra search