2019-2020 2020-2021 2021-2022 2022-2023 2023-2024
Browse
by subject...
    Schedule
view...
 

1 - 1 of 1 results for: MKTG+568

MKTG 568: Consumer Search and Marketing: Business Models in the Information Economy

This class will explore the role of consumer search and firms’ information provision with a specific focus on online markets and companies. Because the amount of information available to consumers has increased dramatically, it has become paramount for companies to facilitate consumers’ search process. We will cover both the relevance for companies to reach consumers through their presence on third-party search platforms such as Google as well as how companies help consumers navigate through their own assortment by means of recommendation algorithms (e.g. Netflix, Spotify). Furthermore, we will discuss business models of companies that facilitate search by aggregating and presenting results from other vendors such as Kayak or eBay. Finally, we discuss new sources of information such as online reviews and consumer word-of-mouth on social media and how firms can effectively influence and manage those sources of information.
Last offered: Spring 2017
Filter Results:
term offered
updating results...
teaching presence
updating results...
number of units
updating results...
time offered
updating results...
days
updating results...
UG Requirements (GERs)
updating results...
component
updating results...
career
updating results...
© Stanford University | Terms of Use | Copyright Complaints