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John A. Deighton, MBA, Ph.D.

John is Professor of Business Administration at Harvard Business School and is considered an authority in consumer behavior and marketing, with focus on online and direct marketing. John has published numerous articles and business cases. He is a well sought guest speaker at business schools all over the world.

His current research (which can be followed onTwitter at HBSmktg) deals with online marketing and is conducted largely by close study of specific situations. He has studied the use of social media in the Obama/Clinton primary campaign, the Dove “Real Beauty” campaign, the business models of Demand Media and Cheezburger.com, the use of blogging in the Ford Fiesta launch, how the Coca Cola Facebook presence is managed, management styles and practices in the shift in the music industry from physical to digital product, database marketing in Hilton Hotels’ frequent guest program, and a series of cases on the processes by which viral videos such as ‘United Breaks Guitars’ and the ‘JK Wedding Dance’ were propagated online and offline.

At AVT Business School John is Guest Lecturer on the topic “Social Media” on our CBA.

Profile at Harvard Business School

 

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