Marketing

Companies like to implement self-service technologies because of the potential cost savings and the appeal of the cutting-edge. But a surprising number of managers fail to implement their own SSTs effectively, according to a study by several professors of marketing at the W. P. Carey School of Business. "The companies that plan their strategies well, and the ones that integrate their customers into the equation, are the ones that will succeed," says Mary Jo Bitner, director of the school's Center for Services Leadership.

The "Dove girls" advertising campaign has caught the attention of media consumers, and no wonder. In a world where the marketing of thin and flawless Victoria's Secret "Angels" dominate the prime-time landscape, suddenly there is a top-tier national campaign featuring curvy, real-world women parading proudly across the pages of People magazine in plain white underwear. But can the Dove girls' obviously healthy body image and — refreshing though it may be — actually boost women's self-esteem, not to mention product sales? Marketing professors from the W. P. Carey School of Business say the research isn't conclusive.

The Supreme Court is expected to rule next month whether Grokster, a Napster-like file-sharing network for downloading music and other digital entertainment, can be held liable for facilitating copyright infringement. But even if the music industry wins the case, two marketing professors at the W. P. Carey School of Business argue that it will ultimately lose if it keeps fighting consumers. Their research suggests that trying to stem music downloads through legal action and technology is likely to cost the industry more business than it preserves.

Our possessions are more than inanimate objects; often they are fraught with meaning, negative or positive. Examining habits of disposition as well as acquisition can be a valuable psychological tool for marketing, according to a study undertaken by, a W. P. Carey School of Business researcher.

The qualities that set high performers apart from their colleagues have been put under the research microscope of two marketing professors at the W. P. Carey School of Business. "Competitive crafting" refers to the set of behaviors that enables managers to use the information and knowledge they possess about the competition to create a winning business proposition. And these behaviors have been taught successfully in large companies cooperating in the ASU study.