marketing

Can Robots Create Better Movie Trailers?

It takes just a few seconds for a movie or series trailer to grab you — or to lose you.

Netflix and other content studios know this. It’s the reason why those micro-previews begin to autoplay when you hover your mouse over a title on menu screens for Netflix, Hulu or Amazon’s Prime Video. Those few seconds — critical to the studios — can convey so much. They can encapsulate the emotional content of a film, a bit of the story arch perhaps, a glimpse of the characters and more. That is, if they’re done right.

The Perks of Being a Hotel Goer

How Hotel Amenities Impact the Bottom Line

With the amount of choice in hotels, where to stay can come down to more than just price: Guest experience also matters. And the free amenities offered by a hotel can shape a guest’s experience. But how does offering those amenities add to the bottom line for a hotel?

Empathy for the Benevolent Underdog

Consumers Respond When Upstarts Tout Their Morality

Brands like Nantucket Nectars, Ben & Jerry's, Toms Shoes, Burt's Bees and Lifeway have thrived against bigger, longer-established competitors. They’ve emphasized modest roots and played up virtues like product health benefits and their social consciousness or environmental consciousness.  Appearing resource-modest, but highly moral, they’re tapping into the adage “consumers gravitate to underdogs.”

Inhibited About Bowling Alone

Companies Win When They Cater to Solo Consumers

Many people feel embarrassed about doing fun activities alone, such as dining out or going to a movie. Yet sociologists report that people today have fewer friends than in the past. New research from Rebecca Ratner at the University of Maryland's Robert H. Smith School of Business explores strategies for marketing to solo consumers.

Automakers Try to Stop the Gearheads

After you buy a car, do you really own it? Automakers are appealing to the U.S. Copyright Office for intellectual property protection of software regulating emissions, steering and other aspects of vehicle performance. Such a broad interpretation of copyright law would require car owners and third-party mechanics to use manufacturer-approved diagnostic equipment to analyze and fix problems. Smith School professor William Rand writes about the potential fallout in a Wall Street Journal guest column...

Smith Marketing Faculty Among Leaders in Producing ‘Most Impactful’ Research

A number of studies published by marketing faculty at the University of Maryland’s Robert H. Smith School of Business rank as “most impactful on marketing practice,” according to a study forthcoming in the International Journal of Research in Marketing (IJRM).

The rankings, in an article titled “From academic research to marketing practice: Exploring the marketing science value chain,” are determined by the opinions of marketing managers and cover publications dating back to 1982.

University of Maryland Names Smith School of Business Prof. Michel Wedel Top Scholar, Teacher

Michel Wedel, the Pepsico Professor of Consumer Science at the Robert H. Smith School of Business, was named a 2013-2014 Distinguished Scholar-Teacher by the University of Maryland. Wedel is one of only five faculty members recognized campus-wide in the prestigious program, which honors tenured faculty who have demonstrated outstanding accomplishments as educators and notable achievements in their respective fields.

Subscribe to RSS - marketing