Bio
Bonin Bough
B. Bonin Bough is the global head of digital and social media at PepsiCo where he oversees digital strategy and the implementation of social media tools and techniques across the company. Bough has been instrumental in integrating digital media into PepsiCo's overall brand vision and growth strategy. He is credited with bringing PepsiCo to the South by Southwest festival, as well as spearheading Gatorade Mission Control, PepsiCo10, and the Pepsi Refresh Program.
Prior to his work with PepsiCo, Bough held executive positions at Weber Shandwick and Ruder Finn Interactive, and is co-author of the book Perspectives on Social Media Marketing. In addition to his corporate career, Bough was a professor at New York University's Center for Publishing Graduate Studies from 2000 to 2005.
Stephen Cannon
Stephen Cannon is vice president, marketing, for Mercedes-Benz USA. In this role since 2007, Cannon serves as a member of MBUSA's executive management team with overall responsibility for marketing communications, market research, and product management of the Mercedes-Benz and Maybach brands in the United States. Previously, Cannon was a principal for The Richards Group, one of the largest independent full-service advertising agencies in the country. He has also held key positions with retail and business consultancies. Cannon began his automotive career in 1991 as assistant to the president and CEO of Mercedes-Benz of North America. From there, Cannon moved to Stuttgart and joined a small team tasked with the development, manufacturing, and launch of the M-Class, the first Mercedes-Benz SUV ever made in and for this market. He is a US Army Airborne Ranger and served as first lieutenant in West Germany during the fall of the Iron Curtain.
Bernardo Huberman
Bernardo Huberman is an HP senior fellow and director of the Social Computing Research Lab at HP Laboratories, which focuses on methods for harvesting the collective intelligence of groups of people in order to realize greater value from the interaction between users and information. Huberman's main research focus is on the relationship between local actions and the global behavior of large, distributed systems. Areas of exploration include distributed knowledge, social organizations, and the economics of attention. Much of Huberman's research has concentrated on the World Wide Web, with an emphasis on the dynamics of its growth and use. This work helped uncover the nature of electronic markets, the detailed structure of the Web, and the laws governing the way people surf for information. One of the originators of the field of ecology of computation, Huberman recently published the book The Laws of the Web: Patterns in the Ecology of Information.
Andrew McAfee
Andrew McAfee is a principal research scientist at Massachusetts Institute of Technology. He studies the ways that information technology (IT) affects business. His research investigates how IT changes the way companies perform, organize themselves, and compete. At a higher level, McAfee's work also investigates how computerization affects competition itself—the struggle among rivals for dominance and survival within an industry. He coined the phrase enterprise 2.0 and in 2009 published a book on the topic, Enterprise 2.0: New Collaborative Tools or Your Organization's Toughest Challenges. He is the author or co-author of more than 100 scholarly articles and case studies. McAfee has been named by Ziff Davis one of the 100 Most Influential People in IT.
Encyclopædia Britannica Articles
- consumer psychology
Branch of social psychology concerned with the market behaviour of consumers. Consumer psychologists examine the preferences, customs, and habits of various consumer groups; their research on consumer attitudes is often used to help design advertising campaigns and to formulate new products.
- consumer psychology on britannica.com
- marketing
Activities that direct the flow of goods and services from producers to consumers. In advanced industrial economies, marketing considerations play a major role in determining corporate policy. Once primarily concerned with increasing sales through advertising and other promotional techniques, corporate marketing departments now focus on credit policies (see credit), product development, customer support, distribution, and corporate communications. Marketers may look for outlets through which to sell the company's products, including retail stores, direct-mail marketing, and wholesaling. They may make psychological and demographic studies of a potential market, experiment with various marketing strategies, and conduct informal interviews with target audiences. Marketing is used both to increase sales of an existing product and to introduce new products. See also merchandising.
- marketing on britannica.com
© 2010 Encyclopædia Britannica, Inc.
Watch Now
