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Prof. Glen L Urban

David Austin Professor in Marketing, Emeritus
MIT Sloan School Dean, Emeritus
Professor of Marketing, Emeritus
Dean Emeritus; Chairman, MIT Center for Digital Business

Primary DLC

MIT Sloan School of Management

MIT Room: E62-533
(617) 253-6615
http://mitsloan.mit.edu/faculty/directory/glen-urban

Assistant

Briana Blake
(617) 324-4095
brianabl@mit.edu

Areas of Interest and Expertise

Bayesian Statistics
Branding and Brand Management
Competition
Database Marketing
eBusiness
E-Commerce (Electronic Commerce)
Entrepreneurship/New Ventures
Internet Strategy
Internet Applications
Knowledge Management
Consumer Marketing and Measurement
Customer Relationships
New Product Development
Lead Users
Online Feedback Mechanisms
Product Loyalty
Sales Force Automation
Sampling
Software Agents
Trust-Based Marketing
Start-Ups
Statistics
Stochastic Modeling
Virtual Customer
Web-Based Marketing
Management Science (MS)

Research Summary

Glen Urban concentrates on the fascinating area of trust-based marketing on the Internet. How trust is built on a website, how website design can maximize sales and trust, and how a trust-based marketing system may provide an alternative to the “push” type of marketing commonly observed are just a few of the facets that Urban explores. His current research focuses on customer advocacy. His new Theory A aligns the firm as a representative of the customers needs and leads to transparency, unbiased advice, trusted advisers, and best products.

Recent Work

  • Video

    Glen Urban - 2016-Consumer-Dynamics-Conf

    December 14, 2016Conference Video Duration: 51:15

    The Remarkable Transition of Consumer Dynamics and Marketing Analytics – the last 50 Years and the Future

    The past few decades have witnessed dramatic changes in how businesses reach, engage, understand and, ultimately, influence consumers. Much has changed from the time when TV and print advertising, focus groups, price off promotion and brand switching set the agenda for business to consumer interaction. Advances in marketing theory and analytical methods have exploited the radical developments of UPC, big data and computational power. The unprecedented rise of the internet, proliferation of mobile devices and popularity of social media have brought about massive changes in trust and consumer empowerment. New developments in deep learning and advertising and website morphing now offer state of the art examples of fresh opportunities to communicate with customers in their individual cognitive style - true consumer-driven marketing in the future.
     
    2016 MIT Consumer Dynamics Conference

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