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Kristin Forbes

Kristin Forbes

Jerome and Dorothy Lemelson Professor of Management

Department: Professor of Global Economics and Management

Contact: (617) 253-8996, kjforbes@mit.edu

Expertise: Applied economics; Austerity; Contagion; Currency; Economic crisis; Economics; Emerging markets; Federal Reserve; Global economics; Inflation; Interest rates; International economics; International finance; Macroeconomics; Monetary policy; United Kingdom; United States

Renee Gosline

Renee Gosline

Zenon Zannetos (1955) Career Development Professor

Department: Assistant Professor of Marketing

Contact: (617) 452-4303, rgosline@mit.edu

Expertise: Advertising; Apps; Blogs; Brand management; Branding; Caribbean; Consumer behavior; Consumer marketing; Consumer packaged goods; Consumer psychology; Crowdfunding; Customer Relationship Management (CRM); Customer relationships; Electronic media; Elevator pitch; Facebook; Intellectual property; Leadership; Leadership; Luxury goods; Marketing; Medical decision making; Online education; Social media; Social networks; Startups / Start-ups; Strategy; Tumblr; Twitter; United States; YouTube

Can mobile apps build brands? — Glen L. Urban

From Fortune In the past, companies sought to please old customers and entice new ones by offering small holiday gifts. They gave away refrigerator magnets, calendars, and Christmas ornaments emblazoned with the company logo. But in today’s geo-encoded, app-enabled world, sophisticated companies are trying something new to build trust and relationships with customers. We call them ‘benevolent apps.’ Unlike some apps that are designed to generate sales and promote special deals, benevolent apps are created to offer useful information or otherwise help with decision-making. The idea is not simply to sell products or services, but instead to build trust and relationships that eventually will lead to economic success. One good example comes from Sea Tow Service International, a company located in Southold, New York. Sea Tow offers emergency towing and rescue services for boaters in the United States, the Caribbean and Europe. The free Sea Tow app supports boaters’ navigation … Read More »The post Can mobile apps build brands? — Glen L. Urban appeared first on MIT Sloan Experts.

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