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Marketing

Power of the Customer
[8/21/2014]
TERADATA: Jeff Tanner, Ph.D., professor of marketing in Baylor University’s Hankamer School of Business, is quoted in this article about the power of the customer in the marketplace and how businesses should use data to better understand, serve and build relationships with their customers. “We’ve had centuries of managers who had to make decisions without solid information, and so we’ve come to value things like action over reflection that aren’t necessarily, when you have the data, the best things for the organization,” Tanner says.
(FULL STORY)

How Should the NFL Deal with Bad Publicity?
[8/8/2014]
AUDIO LINK INCLUDED: MarketWatch.com, a division of The Wall Street Journal, interviews Kirk Wakefield, Ph.D., The Edwin W. Streetman Professor of Retail Marketing and executive director of the Center for Sports Sponsorship & Sales (S3) in Baylor's Hankamer School of Business, about how the NFL should handle bad publicity considering the safety of its programs. He advises that the NFL should be proactive in letting the public know what they’re doing to improve safety for players.
(FULL STORY)

Where Did All the Entry-Level Jobs Go?
[8/5/2014]
Wall Street Journal: VIDEO INCLUDED: Andrea Dixon, Ph.D., The Frank M. And Floy Smith Holloway Professor of Marketing and executive director of the Keller Center for Research and the Center for Professional Selling in Baylor’s Hankamer School of Business, was interviewed for this article about the change in climate for entry-level jobs. Dixon shared the successes of Baylor’s Center for Professional Selling and how it trains and equips new graduates to step into high-impact, high-paying sales careers in companies such as Humana Inc., Oracle Corp. and 3M Co. The readiness and preparedness of these students presents a cost savings to employers.
(FULL STORY)

Baylor Professor Weighs in on New Under Armour Campaign
[8/3/2014]
WTOP-FM (Washington, D.C.): AUDIO LINK: Kirk Wakefield, Ph.D., The Edwin W. Streetman Professor of Retail Management and executive director of the Center for Sports Sponsorship and Sales in Baylor’s Hankamer School of Business, spoke to Washington, D.C., news radio station WTOP about Under Armour’s new women-focused ad campaign that highlights a more graceful kind of competitor: the ballerina, specifically Misty Copeland, a soloist for the American Ballet Theater.
(FULL STORY)

FOX Sports Southwest Partners with Baylor to Promote Texas High School Sports
[7/23/2014]
FOX Sports Southwest: FOX Sports Southwest's new campaign to promote the network's Texas high school sports programming this fall received an assist from creative students in the Sports Sponsorship and Sales (S3) program in Baylor’s Hankamer School of Business, who presented a winning proposal through a real-life marketing and sponsorship project in the FOX Sports University program. The marketing campaign, “The Future of Football Starts Here,” developed by Baylor students Laura Cade, Alexa Charpentier, Daniel Knight and Collin Simpson, and led by Kirk Wakefield, Ph.D., professor and The Edwin W. Streetman Professor in Retail Management, will be incorporated into the network's high school sports marketing campaign this fall.
(FULL STORY)

Why Some Say Growing Demand for Soccer Gear Will Last
[7/10/2014]
Market Watch: Kirk Wakefield, Ph.D., The Edwin W. Streetman Professor of Retail Marketing and executive director of sports and entertainment marketing in Baylor's Hankamer School of Business, is quoted in this article about the impact of the World Cup on the U.S. soccer market. “We are now at least one generation in of parents who grew up playing soccer as a child,” Wakefield said. “So, they understand the game and are likely to include their children in the game, particularly compared to the boomers and older generations.”
(FULL STORY)

Do Exhibitions Give the Gift of Time?
[6/26/2014]
Center for Exhibition Industry Research: Jeff Tanner, Ph.D., professor of marketing in Hankamer School of Business, writes about the importance of lower or mid-level managers in using exhibitions so as not to lose touch with “key influencers” in the market.
(FULL STORY)

2014 World Cup Early Exits Could Imperil Bottom Line For FIFA, Advertisers, Retailers
[6/23/2014]
International Business Times: Kirk Wakefield, Ph.D., The Edwin W. Streetman Professor of Retail Marketing and executive director of sports and entertainment marketing in Baylor's Hankamer School of Business, is quoted in this article about the impact on advertisers and retailers after popular teams are eliminated from World Cup contention.
(FULL STORY)

Cashing in on the World Cup, Philly Bars Score Big
[6/18/2014]
Philly.com: Kirk Wakefield, professor and executive director of sports and entertainment marketing at Baylor University's Hankamer School of Business, is quoted in this article about how sporting events – like the World Cup – bring fans closer together and bring revenue to local restaurants.
(FULL STORY)

The Power of Your Emotional Attitudes Upon Your Entire Being
[6/16/2014]
Psychology Today: A study conducted at Baylor University is mentioned in this article about materialism and its possible link to depression. Baylor researchers Jo-Ann Tsang, Ph.D., associate professor of psychology and neuroscience in Baylor’s College of Arts & Sciences, and James Roberts, Ph.D., holder of The Ben H. Williams Professorship in Marketing in Baylor’s Hankamer School of Business, are referenced in the article.
(FULL STORY)


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