Marketing is a vital aspect of the U.S. and global economy that pervades all industries, not only "marketing companies" per se. Organizations in banking, securities trading, technology, charity, government, the media, healthcare, education and even politics need to be able to successfully market themselves. It is imperative that marketing should not be seen as just another business function, but rather as a company orientation, and its interaction with other functions needs to be understood to improve a company's bottom line. This is why, regardless of a student's chosen business focus, Fordham's marketing area aims to give students an overall framework about marketing and marketing orientation, and to provide them with a thorough education in how economics, psychology, sociology, anthropology, statistics and mathematics integrate into a marketer's decision process.
Given the increasing use of analytics and big data in strategic marketing decisions, and the interdisciplinary approach expected from marketing professionals, the marketing area continuously updates its curriculum by offering creative and cutting-edge courses to better prepare students for their future marketing careers. Globalization, creativity and ethical decision-making that benefit not only companies but also individuals and the society at large are common themes across Fordham's marketing courses and extracurricular activities.
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Morais, Robert J. & Timothy de Waal Malefyt (2014). Ethics in business anthropology: Crossing boundaries, (Editors) special issue on business anthropology ethics. Journal of Business Anthropology, (Spring), 1-10.
Malefyt, Timothy de Waal (2014). "An anthropology of the senses: Tracing the future of sensory marketing in brand rituals," in R. Denny and P. Sunderland, eds. Handbook of Anthropology in Business, Walnut Creek, CA: Left Coast Press, 790-810.
Michele Daubman, Michael Artiles, Paul Lynch, and Albert N. Greco. "The Impact of Technological and Financial Disruption on U.S. Book Exports and Imports," in the Library and Book Trade Almanac 2014: 59th ed. Dave Bogart (Medford, NJ: Information Today, Inc., 2014), pp. 476-490.
Gonzalez, Laura and Yuliya Komarova Loureiro (2014), "When Can a Photo Increase Credit?: The Impact of Lender and Borrower Profiles in Online P2P Loans," Journal of Behavioral and Experimental Finance, June.
Bolton, Ruth N., A. Parasuraman, Ankie Hoefnagels, Nanne Migchels, Sertan Kabadayi, Thorsten Gruber, Yuliya Komarova Loureiro, David Solnet (2013), "Understanding Generation Y and Their Use of Social Media: A Review and Research Agenda," Journal of Service Management, 24 (3), 245-67. *All authors have contributed equally. Journal of Service Management 2013 Robert Johnston Highly Commended Paper Award.
Gopaldas, Ahir (2013), "Translating Anthropological Consumption Theories into Humanistic Marketing Practices," in Humanistic Marketing, editors Richard Varey and Michael Pirson, New York, NY: Palgrave Macmillan, 150-163.
Gopaldas, Ahir and Eileen Fischer (2012),"Beyond Gender: Intersectionality, Culture, and Consumer Behavior," in Gender, Culture, and Consumer Behavior, editors Linda Tuncay and Cele Otnes, Sussex, UK: Psychology Press.
Gopaldas, Ahir (2012), "Consumer Culture Theories of the Consumer and Developing New Conceptualizations," in Advances in Consumer Research, Vol. 39, eds. TBD, Duluth, MN: Association for Consumer Research.
Amini, Mehdi, Tina Wakolbinger, Michael Racer, and Mohammad G. Nejad (2012), "Alternative Supply Chain Production–Sales Policies for New Product Diffusion: An Agent-Based Modeling and Simulation Approach," European Journal of Operational Research, 216(2), 301-311.
Gopaldas, Ahir and Kamila Sobol (2011), "Conceptions of Consumption: Implications for Data Collection and Theory Building," in Advances in Consumer Psychology, Vol. 3, eds. Naomi Mandel and David Silvera, Washington, DC: Society for Consumer Psychology.
Gopaldas, Ahir (2011), "Conceptions of Consumption in Consumer Culture Theory: A Dynamic Framework," in Advances in Consumer Research, Vol. 38, eds. Darren W. Dahl, Gita V. Johar and Stijn M.J. van Osselaer, Duluth, MN: Association for Consumer Research.
Kumar, V., Lerzan Aksoy, Rajkumar Venkatesen, Bas Donkers, Thorsten Wiesel and
Sebastian Tillmans (2010), "Undervalued or Overvalued Customers: Capturing
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Estelami, Hooman and Peter De Maeyer (2010), "An Exploratory Study of Divided Pricing Effects on Financial Service Quality Expectation," Journal of Financial Services Marketing, Vol 15, No. 1, pp. 19-31.
Gupta, Reetika and Sertan Kabadayi (2010). "The Relationship between Trusting Beliefs and Web Site Loyalty: The Moderating Role of Consumer Motives and Flow." Psychology and Marketing, Vol. 27, No. 2, 166-185
Brynn Moynihan, Sertan Kabadayi and Mark Kaiser (2010). "Consumer Acceptance of SMS Advertising: A Study of American and Turkish Consumers." International Journal of Mobile Communications, Vol. 8, No.4 , pp. 392-410.