Koen Pauwels on Muck Rack

Koen Pauwels

  • Distinguished Professor of Marketing, Northeastern University, Freelance
Boston
As seen in: Forbes, MIT Sloan Management Review, Elsevier, Harvard Business Review, Infobae, International Journal of Research in Marketing, MDPI, MediaPost, MarketingProfs, Manager Magazin and
#marketing #metrics problem solver, #data #AI, gives his best stuff away for free at marketingandmetrics.com & wants you to do 2
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Articles

Por qué los especialistas en marketing gastan menos en redes sociales

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By Christine Moorman, Koen Pauwels
| Infobae
En junio de 2020, el gasto en redes sociales aumentó hasta alcanzar el 23% de los presupuestos de marketing cuando la pandemia obligó a los consumidores a quedarse en casa y los especialistas en marketing adoptaron los canales digitales para llegar a su público. Un nuevo y mayor enfoque en las redes sociales aceleró la digitalización del marketing de modo que, para 2022, el 57% del gasto se destinaba al marketing digital.
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When Launching a Product During a Recession Pays Off

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By Steven Seggie, Berk Talay, Koen Pauwels
| MIT Sloan Management Review
Magazine Summer 2025 Issue Frontiers Research Highlight When Launching a Product During a Recession Pays Off Evidence from the automotive and consumer goods sectors indicates that economic downturns can be a strategic time to bring new offerings to market. Topics Frontiers An MIT SMR initiative exploring how technology is reshaping the practice of management.
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The Myth Of The Consideration Set

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By Matthew Daniell, Koen Pauwels, Walker Smith
| Branding Strategy Insider
For decades, marketers have embraced the concept of a “consideration set”—a supposedly stable group of brands that consumers weigh before making a purchase. This idea aligns neatly with the traditional marketing funnel: awareness leads to consideration, which leads to purchase. It’s a tidy, linear model, and like many tidy models, it fails to reflect reality. The problem? There is no single consideration set. This article is part of Branding Strategy Insider’s newsletter.
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