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Amplify Your Persuasive Impact

Understand the psychology of persuasion to influence meaningful organizational and behavioral change. Learn persuasive techniques for optimal outcomes.
Online

Sharpen Your Communication Skills

Communication is key to compelling leadership. Learn effective communication practices that increase your impact.
Online

Design Thinking Bootcamp: Make Impact and Drive Growth in Your Organization

Unlock practical design capabilities and apply them to your work immediately. Tackle real business challenges head-on, armed with powerful human-centered design techniques.
In-Person
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Latest Stories in Marketing

Idea Stories Opensearch
September 14, 2018
Written

What Does “Catalyst” Mean to You?

Stanford GSB faculty suggest books and articles related to the theme.
Leadership & Management
Bumble Bee. Credit: Eiko Ojala
September 07, 2018
Written

The Power of Telling It Like It Is

In Panama, a new study finds that kids are more likely to drink healthier beverages if you speak the truth — subtly.
Marketing
Children drink soda as they sit in the shade on a hot day. Credit: Reuters/Lucy Nicholson
August 21, 2018
Written

Rigged Auctions? Why Top Bidders Don’t Always Feel Like Winners

New research casts suspicion about auctions in the online advertising market.
Economics
Many advertisers in online auctions suspect that the bidding is rigged. Research shows they may be right.
July 13, 2018
Written

Can Ad-Skipping Be Good for Advertisers?

TV sponsors will soon know when you click away, and that’s valuable information.
Marketing
A woman uses the remote to change the channel on the TV. Credit: iStock/franckreporter
May 01, 2018
Written

How Spotify Broadens Your Musical Tastes

New research shows that streaming music subscribers listen to a more diverse array of artists — and more music in general — on digital platforms.
Marketing
A woman smiles and dances as she listens to music | iStock/NKS_Imagery
April 19, 2018
Written

Three Trends Shaping the Sports Industry

The annual Sports Innovation Conference brought athletes, owners, and technologists to Stanford GSB to talk about the future of the game.
Leadership & Management
A fan cheers his team from the crowds | Kevin Jairaj - USA TODAY Sports/Reuters
April 12, 2018
Written

The Science Behind Cambridge Analytica: Does Psychological Profiling Work?

The researchers who warned about abuses of Facebook data show how psychological profiling gets results.
Technology & AI
A dazed man with an overlay of symbols of eyes, shopping carts, computers and other marketing symbols | Photo Illustration by Tricia Seibold with iStock/izusek and iStock/axel2001
April 09, 2018
Written

The Secrets of Staying Power

How the best brands came to be recognized around the world.
Marketing
People work in cubes with their Apple computers at the Airbnb office headquarters in the SOMA district of San Francisco, CA. | Reuters/Gabrielle Lurie
February 13, 2018
Written

Why Do We Avoid Information Right When We Need It Most?

Comparing ourselves to others can help us meet goals — especially if the timing’s right.
Career & Success
A woman runner wearing a fitness tracker stops to tie her shoe | iStock/monkeybusinessimages
February 02, 2018
Written

The Rebel Behind Africa’s Telecom Revolution

How Strive Masiyiwa used street theater (and lawyers) to dominate a mobile marketplace.
Entrepreneurship
A women looks at her mobile phone in Zimbabwe. | Reuters/Philimon Bulawayo
January 08, 2018
Written

Disguised “Native” Ads Don’t Fool Us Anymore

Online shoppers are savvy enough to discern sponsored listings from organic content — but the ads still work.
Marketing
a woman looks at her mobile phone | iStock/GaudiLab
November 15, 2017
Written

“Why Is She Telling Us to Eat Grass?”

The challenge of running a health food company in a country where being overweight is a sign of success.
Entrepreneurship
Tara Gitau | Photo by Anastasiia Sapon
November 06, 2017
Written

Tex-Mex: Culinary Sham or Authentic Cuisine?

Why the emergence of a now-ubiquitous food category can’t be explained by existing marketing theories.
Culture & Society
Superstar Chef Bryan Caswell's Tex-Mex food haven El Real occupies a converted movie theatre and lights up Westheimer street in Houston| REUTERS/Richard Carson
October 09, 2017
Video

A Better Way to Track Shoppers Offline

Associate Professor Stephan Seiler shares how online tools can help track consumers in the real world.
Marketing
A supermarket cart filled with groceries | iStock/smartboy10
September 19, 2017
Written

How One-Stop Shopping Benefits Consumers

Retailers keep prices low across categories to avoid losing customers to competitors.
Marketing
People shop for food at a supermarket | Reuters/Edgar Su
September 14, 2017
Written

The Lingering Impact of Promotional Price Cuts

Today’s big discounts make tomorrow’s consumers more likely to respond to deals — even small ones.
Marketing
Grocery store shelves with price cut signs | iStock/anouchka
August 31, 2017
Written

How Word Choice Can Cultivate Optimism and Improve Health

Using the right language during crises improves patients’ chances of recovery.
Healthcare
A young woman holds an older woman’s hands | iStock/Xesal
August 30, 2017
Written

How a Marketing Tool Can Help Cancer Patients Make Better Treatment Choices

Using consumer preferences and big data to analyze treatment options can create value for all.
Healthcare
A doctor talks to her patient about treatment options.
August 29, 2017
Written

Want to Feel More at Peace About a Decision? Stop Dwelling on the Negatives

You may think you’re weighing the pros and cons equally, but you’re probably not.
Career & Success
New research shows that people don’t weight positivity and negativity equally when assessing their feelings. | iStock/dane_mar
July 20, 2017
Written

What Do We Really Want?

A new study examines the battle between idealized attitudes and those we actually have.
Culture & Society
A woman looks at a case of desserts | iStock/Choja
July 11, 2017
Written

Humor Is Serious Business

You are not as funny as you should be, and your company is suffering because of it.
Career & Success
A cartoon illustrating a bosses failed attempts at humor. | Graham Roumieu
June 13, 2017
Written

Are We What We Buy?

A new study examines the role self-expression plays in online buying decisions.
Marketing
People ride escalators inside a shopping mall. | Reuters/Rodrigo Garrido
June 01, 2017
Written

Why Uncertainty Makes Us Less Likely to Take Risks

Whether it’s now or later, people opt for guaranteed gains or losses when ambiguity reigns.
Culture & Society
Person standing on directional arrows. | iStock/Olaser
May 31, 2017
Written

The Personal Touch, Quantified

Reminding customers of their loyalty to your business makes them much more likely to refer friends.
Marketing
Cathedral of Light' at the Sydney Botanical Garden | Reuters/Jason Reed