Customer Satisfaction to Forecast Spending
Research by Roland Rust
Customer satisfaction is a better predictor of future consumer spending than any other factor.

Subjective Characteristics in Product Design
Research by P.K. Kannan
Understanding how objective and subjective characteristics jointly influence consumers’ purchasing decisions allows for better product design.

WOM vs. Traditional Marketing
Research by Michael Trusov
Word of mouth marketing is more effective and has a longer carryover effect than traditional marketing methods.

Dean's Column

Spotlight on Marketing

Featured Researchers

Smith’s Center for Complexity in Business

ThoughtLeadership@Smith Speaker Series

Smith Attracts Top Marketing Talent

Executive Profile: Shane Shrader,
Director of Internal Audit, Hughes Network Systems