S3E7: The Trends, Changes & Fundamentals of Digital Marketing with Koen Pauwels

Professor Pauwels discusses the ways in which digital marketing has introduced new avenues for reaching customers in the context of the important fundamentals of human behaviour and marketing. He describes how digital marketing trends vary across industries and countries. He also advises on how companies can better understand their target customers, set clear goals, and choose the right digital channels to connect with and engage their audience.

About the guest: Koen Pauwels, Distinguished Professor of Marketing at D'Amore-McKim, co-directs the Digital, Analytics, Technology, and Automation (DATA) Initiative. He is the Senior Editor for the Journal of Marketing and the International Journal of Research in Marketing and is the President-Elect of the Academic Council of the American Marketing Association among other notable recognitions.

International Business Today is a podcast produced by the International Business & Strategy group at Northeastern University. Made for global business professionals—and any student who hopes to work for a multinational organization in the future, our hosts and their guests share what's proven through research and highlight what's really working in practice. The podcast, released in seasons of six or more episodes, is currently in Season Three and hosted by Paula Caligiuri. She and her guests share their experience and insights on cultural differences, knowledge spillovers and technology advancement. Guests include Kevin Chuah, Richard Griffith, Joseph E. Aoun, Koen Pauwels and others.

Reach out to us: ⁠⁠IBTpodcast@northeastern.edu