Marketing scholarship and teaching
Xavier Drèze research, teaching, media
A working Archive for students and researchers: a guide to published work, a record of how that work travelled through the press, and the material that supports the classroom.
Where to begin
Four doors into the same body of work
The site is small on purpose. Each entrance leads to one clear job, whether you need a reading list, a class, a press record, or a way to make contact.
The research
Questions about how markets actually behave
The published work circles a consistent set of questions. How do shoppers hold prices in mind, and what happens when a store leans on one price promise rather than another? Is online advertising seen at all, and how should its reach be counted? Why do loyalty programmes change behaviour, and what do they signal about status? Where does assortment and shelf space make or lose money?
Alongside those, the work examines customer equity, the life cycle of entertainment products, bidding in online auctions, and the design of interactive choice. The publications index gathers the writing under each heading.
The teaching
Marketing strategy, taught from the case outward
Course material supports a marketing strategy course delivered in more than one section. Notes, syllabi and supporting readings sit next to the course listing so students can find what they need without hunting.
Visit the Classes page for the current listings, or write through the contact page if something is missing.
In the press
When the research met a wider audience
A few moments where pricing, advertising and retail studies moved from the journal page into newspapers, television and online business writing.
- The Wall Street JournalShelf management, explained to a general readership
- Harvard Business ReviewThe margin arithmetic behind everyday low pricing
- Los Angeles TimesA study that put web banners to the test
Reading Room
A longer piece on digital trust
Beyond the core archive, the site keeps a reference article on privileged access management and the ways it can be deployed, written for readers who want the architecture explained in plain terms.
