Future of Brand Building conference report - The Wharton School of ...

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12 Baker Retailing Center
Appendix A Framework for Understanding the Relationship between Advertising and Retailing 14 Barbara Kahn Patty and Jay H. Baker Professor; Professor of Marketing; Director, Baker Retailing Center, The Wharton School Leveraging Technology in an Age of Empowered Consumers 17 Sean Sondreal Vice President of Strategic Marketing, Kohl’s Corp. Understanding Consumers’ Decision Making Patterns and Modes 21 Joel Rubinson President, Rubinson Partners, Inc. Bringing Marketing Academics and Practitioners Together to Study the Blurring 23 Boundaries between Advertising and Retailing and Research on Online and Offline Word-of-Mouth Jonah Berger James G. Campbell, Jr. Memorial Assistant Professor of Marketing, The Wharton School Connecting the Online and Offline Shopping Experience 25 Rob Goulding Head of Channel Solutions, Google Inc. Connecting the Touch Points to Appeal to a Specific Target Segment 26 Tony Spring President and COO, Bloomingdale’s, Macy’s, Inc. Using Multiple Touch Points to Tell a Compelling Brand Story 30 Kurt Kostur Senior Vice President of Marketing, HSN, Inc. Conference Report 13
Page 1 and 2: Conference Report Future of Brand B
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Page 7 and 8: Connecting the Touch Points Joe Fec
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Page 13: Summary and Conclusions
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Page 23 and 24: Understanding Consumers’ Decision
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Page 33 and 34: Notes Conference Report 31
Page 36: Jay H. Baker Retailing Center The W

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