A trip back to modern marketing school

A Trip Back to
(Modern
Marketing)
School
What does the
faculty say?
The marketing
educators have
spoken.
Get insights on the world
of marketing from
academics at Wharton,
Rutgers and other
institutions in the US.
Click here to download the full Marketer’s Backpack paper.
Flip through this
deck for a glimpse
and download the
full paper here
“ Since all customers are not
the same, this requires the
marketer to segment the
market and target strategic
segments. Brands need to
foster an emotional,
authentic connection with
the customer.”
– Barbara Kahn, Professor of Marketing,
The Wharton School of Business,
University of Pennsylvania
Click here to download the full Marketer’s Backpack paper.

“ It’s not always about the
numbers, it’s about the
community you are
building… A strong
community that supports
the business or efforts of an
organization can be more
powerful than an ad.”
– Josh Murdock, Professor of Educational
Technology & Social Networking,
Valencia College
Click here to download the full Marketer’s Backpack paper.
“ Usually the dataset for B2C is
much larger than B2B. The
challenge is that the truth
and opportunities don't lie in
the big data. They are in the
little data at the edges.”
– Mark Schaefer, Marketing Consultant,
College Educator and Author, Rutgers
University
Click here to download the full Marketer’s Backpack paper.
“ I think that the B2B vs. B2C
distinction is largely an
artificial one, and we make
too much of it. Well-
constructed marketing
courses will draw examples
from both domains in a
relatively balanced manner.”

– Peter Fader, Professor of Marketing,
Co-Director of Wharton Customer
Analytics Initiative, The Wharton School
of Business, University of Pennsylvania
Click here to download the full Marketer’s Backpack paper.
“ B2B marketers can learn
creativity, creating an
emotional response and
storytelling from the B2C pros,
and B2C marketers can learn
more about calls-to-action,
attribution, and leading a
buyer through a journey from
their B2B brethren.”
– Jeffrey L. Cohen, Distinguished Lecturer in
Marketing, Analytics and Social Media,
Ball State University
Click here to download the full Marketer’s Backpack paper.
“ The key to modern marketing
is that individual-level data is
now available which allows
for targeting of customers
with customized products,
prices, coupons,
recommendations, etc.”
– Eric Bradlow, K.P. Chao Professor of
Marketing, Statistics, and Education, The
Wharton School of Business, University of
Pennsylvania
Click here to download the full Marketer’s Backpack paper.

“ The most successful
marketing— regardless if it
is social or not—revolves
around market segmentation
and a traditional marketing
concept such as AIDA
(Attention-Interest-Desire-
Action.)”
– Jessica Rogers, Coce Faculty, Graduate
Social Media and Marketing, Southern
New Hampshire University
Click here to download the full Marketer’s Backpack paper.
This was just a peek into their minds.
Our Marketer’s Backpack paper captures more insights on:
• How B2B and B2C marketing are different yet same
• What B2B and B2C marketers can learn
from each other
• What future marketers are
being taught in colleges
• And more

Click here to download now.
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