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

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Jay H. Baker Retailing Center The Wharton School University of Pennsylvania bakerretail.wharton.upenn.edu Baker Retailing Center Conference Reports are published by the Jay H. Baker Retailing Center at The Wharton School, University of Pennsylvania. They are not to be reproduced or published, in any form or by any means, electronic or mechanical, without written permision. The views expressed here are those of the authors. © 2011 Baker Retailing Center All rights reserved Report Prepared by Stephanie Finnel Doctoral Candidate, Marketing Department, The Wharton School Baker Retailing Center
Contents A Framework for Understanding the Relationship between Advertising and Retailing 3 Barbara Kahn Patty and Jay H. Baker Professor; Professor of Marketing; Director, Baker Retailing Center, The Wharton School A Need to Rethink and Move Away from Traditional Advertising 4 Jerry Wind The Lauder Professor; Professor of Marketing; Director, SEI Center, The Wharton School Leveraging Technology in an Age of Empowered Consumers 4 Sean Sondreal Vice President of Strategic Marketing, Kohl’s Corp. Connecting the Touch Points 5 Joe Feckzo Senior Vice President, Innovation, Integration, and Marketing, Macy’s, Inc. Understanding Consumers’ Decision Making Patterns and Modes 6 Joel Rubinson President, Rubinson Partners, Inc. Bringing Marketing Academics and Practitioners Together to Study the Blurring 7 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 8 Rob Goulding Head of Channel Solutions, Google Inc. Connecting the Touch Points to Appeal to a Specific Target Segment 9 Tony Spring President and COO, Bloomingdale’s, Macy’s, Inc. Making the Most of Social Networking and Online Media 9 Bob Kantor Chief Marketing and Business Development Officer, MDC Partners Using Multiple Touch Points to Tell a Compelling Brand Story 9 Kurt Kostur Senior Vice President of Marketing, HSN, Inc. Creating Interaction between Customers and Retailers 10 Carol Reindel Senior Director of Marketing, Daymon Worldwide Adding a Global Dimension to the Blurring Boundary between Advertising and Retailing 10 Mainak Mazumdar Senior Vice President, Center for Innovation, The Nielsen Company Accounting for Gender Differences in the Use of New Technology 10 Anne Hunter Project Manager for Ad Effectiveness, comScore, Inc. Conference Report 1
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