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Marketing

This Baylor expert’s research shows how our eyes reveal our response to marketing
[8/17/2020]
If you’ve ever liked an advertisement, but been unable to fully express exactly what you found appealing about it, then you can begin to understand the value of Dr. JaeHwan Kwon’s research. With the help of a wand-sized infrared device, he tracks even the tiniest eye movements and facial expressions to see how and where […]
(FULL STORY)

Audio: Marketing Professor Ashley Otto, Ph.D., on Decision-Making Research
[6/26/2020]
Baylor Connections: Professor of marketing Ashley Otto discusses her research and the ways individuals strategize the choices they make in all areas of their lives.
(FULL STORY)

Return on Generosity (ROG): New Metrics for a New Generation of Sports Fans
[6/23/2020]
Forbes: Kirk Wakefield, executive director of Sports Sponsorship & Sales, penned this column about how the positive impact of sports partnerships can be amplified by brand category leaders.
(FULL STORY)

10 Ways Brand Partnerships Can Promote Sustainability in the Post-COVID Sports Industry
[6/16/2020]
Forbes: Executive director of the Sports Sponsorship & Sales program Kirk Wakefield authored this piece about 10 ways brands can partner with sports teams to make changes for good.
(FULL STORY)

Thanks to Coronavirus, Expect Ratings for Live Sports Broadcasts to Set Records
[5/26/2020]
Forbes: Kirk Wakefield, marketing professor, writes about the pent-up demand for sports due to the COVID-19 crisis.
(FULL STORY)

Can Fans Recall NFL, NBA and MLB Sponsors? Data Show Brands May Want to Reconsider Strategy
[5/19/2020]
Forbes: Marketing professor Kirk Wakefield reviews the results of a national poll showing which brands and sports leagues fare best with fan memory recall.
(FULL STORY)

Business School Recognizes Outstanding Faculty
[5/14/2020]
Faculty who have demonstrated excellence in teaching, scholarship, and contributions to the Hankamer School of Business in fulfilling the HSB mission. Decided upon by committees of peers, these awards are representative of the many outstanding contributions provided by faculty.
(FULL STORY)

Trump’s Virus Drug Whim Costs Millions, Even as the Mania Wanes
[5/5/2020]
Bloomberg: Marketing professor James Roberts is quoted in this piece about Trump's influence, power and reach in the marketplace.
(FULL STORY)

Marketing Professor Andrea L. Dixon Honored as Cornelia Marschall Smith Professor of the Year
[4/22/2020]
WACO, Texas (April 22, 2020) – Andrea L. Dixon, Ph.D., associate professor of marketing and executive director of the Center for Professional Selling in the Hankamer School of Business, has been named Baylor University’s 2020 Cornelia Marschall Smith Professor of the Year.
(FULL STORY)

Take Me Out to the Ballgame: National Poll Says Fans Are Ready to Go
[4/17/2020]
Forbes: Kirk Wakefield, executive director of Sports Sponsorship & Sales, discusses whether fans will want to sit next to others they don't know once live play resumes.
(FULL STORY)


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