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

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
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