ABOUT THE CENTER FOR POSITIVE MARKETING

Our Mission Is Simple

It’s hard to imagine modern life without the benefits marketers bring to us – from the ubiquitous availability of tasty and nutritious foods to the sleek, friendly devices that keep us all connected.  The Center for Positive Marketing upholds marketing as a force for good in the world, a force that recognizes the best way to boost business performance is to bring benefits to people’s lives. It unites industry professionals, academic researchers, and students in this mission through an annual conference and the recurring “Marketing Lessons from the C-Suite” series, which features high-level executive speakers from a variety of industries. Its original research includes “The V-Positive Report,” which uses an exclusive measure to indicate the positive differences marketers make in people’s lives, while Student Research Fellows collaborate with faculty to better understand how marketing can be used to uplift people.

A Moment Of Philosophical Thinking

The Fordham Marketing Area envisions marketing as a force for satisfying a variety of consumer needs which results in positive outcomes -- from the immediate and concrete to those that are more abstract and future-oriented. Each customer-marketer exchange has the potential to increase individual and societal welfare, from satisfying short-term boredom to improving long-term public health.

Marketing is the discipline closest to individuals and thus has the greatest potential to illuminate the effect of global business decisions on ordinary citizens, and the effect of consumer decisions on overall well-being and the world at large.

At the Center for Positive Marketing, we seek to explore and spread our view of marketing through managerially relevant research of consumer needs and well-being, and through the training of current and future marketing and strategic decision makers.

 

THE MANAGING TEAM

Dawn Lerman,
Executive Director
Luke Kachersky,
Research Director
Marcia Flicker,
Communications Strategist
Linda Purcell,
Program Manager
Meet the faculty
 

GET TO KNOW THE TEAM

The Center For Positive Marketing Faculty
Dawn Lerman

Professor of Marketing

Ph.D. Baruch College, CUNY

Areas of Expertise: Role of Language in Consumer Behavior; Psycholinguistic, Sociolinguistic and Cultural Approaches to Brand Naming, Advertising, and the Consumer Experience.

Contact Dawn Lerman

Lerzan Aksoy
Associate Professor of Marketing

Ph.D. University of North Carolina

Areas of Expertise: Customer Satisfaction and Loyalty; Firm Performance and Customer Relationship Management

Contact Lerzan Aksoy

Marina Carnevale
Assistant Professor of Marketing

Ph.D. Baruch College, CUNY

Areas of Expertise: Consumer-Brand Relationships, Sensory Marketing, Symbolic Characteristics of Brand Names and Psycholinguistics; Brand Management; International Strategy

Contact Marina Carnevale

Janet DiLorenzo
Assisant Professor of Marketing

Ed.D. Columbia University

Areas of Expertise: Advertising; Entrepreneurship; Green Marketing

Contact Janet DiLorenzo

Hooman Estelami
Professor of Marketing

Ph.D. Columbia University

Areas of Expertise: Pricing; Financial Services Marketing, Customer Satisfaction Measurement

Contact Hooman Estelami

Marcia Flicker
Associate Professor of Marketing

Ph.D. University of Pennsylvania

Areas of Expertise: Green Marketing; Consumer Response to Disasters; Retailing

Contact Marcia Flicker

David Gautschi
Professor of Marketing

Ph.D. University of California, Berkeley

Areas of Expertise: The Economics of Services, Retailing, and Distribution; Marketing and Innovation; Decision-making under Uncertainty

Contact David Gautschi

Ahir Gopaldas
Assistant Professor of Marketing

Ph.D. York University

Areas of Expertise: Motivations for Responsible Consumer Behavior; Strategies for Green Marketing and Sustainability Advocacy; Corporate Social Responsibility; Qualitative Research Methods

Contact Ahir Gopaldas

Albert Greco
Professor of Marketing

Ed.D. New York University

Areas of Expertise: Book Publishing Industry; Scholarly Journal Publishing Industry, Retailing Market Demand Analysis

Contact Albert Greco

Peter Johnson
Lecturer

ABD Pace University

Areas of Expertise: Marketing Intelligence; Digital and Internet Marketing; Marketing Analytics; Entrepreneurial Marketing; Using Improvisation to Develop Winning Strategy

Contact Peter Johnson

Sertan Kabadayi
Chair, Associate Professor of Marketing

Ph.D. Baruch College, CUNY

Areas of Expertise: Multiple Channel Systems and Strategies; Website Loyalty; Mobile Marketing and SMS Advertising

Contact Sertan Kabadayi

Luke Kachersky
Assistant Professor of Marketing

Ph.D. Baruch College, CUNY

Areas of Expertise: The Role of Self Concept in Judgments and Decisions; Behavioral Pricing

Contact Luke Kachersky

Lawrence King
Assistant Professor of Marketing

Ph.D. Michigan State University

Areas of Expertise: Consumer Lifestyle Analysis

Contact Lawrence King

Yuliya Komarova
Assistant Professor of Marketing

Ph.D. University of South Carolina

Areas of Expertise: Advertising; Ethics/Consumer Deviance; Affect and Information Processing.

Contact Yuliya Komarova

Arthur Kover
Professor Emeritus of Marketing

Ph.D. Yale University

Areas of Expertise: Advertising Creativity; Consumer Society

Contact Arthur Kover

Timothy de Waal Malefyt
Associate Professor of Marketing

Ph.D. Brown University

Areas of Expertise: Consumer Ethnography; Anthropology of Consumption; Advertising

Contact Timothy Malefyt

Sarah Maxwell
Associate Professor Emerita of Marketing

Ph.D. Florida International University

Areas of Expertise: Pricing and Services Marketing

Contact Sarah Maxwell

Mohammad Nejad
Assistant Professor of Marketing

Ph.D. University of Memphis

Areas of Expertise: Innovation Diffusion, Adoption, and Resistance; Social Contagion and Social Networks

Contact Mohammad Nejad