Dina Mayzlin

Associate Dean and Professor of Marketing at University of Southern California - Marshall School of Business
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  • This celebrity strategy is one of the oldest marketing tricks in the book. But it might not make a big difference in companies’ long-term success. There’s a big debate about the extent to which any advertising is effective, but at the end of the day, it’s usually more about the product, or the logistics of how you sell. I don’t think celebrity endorsements are that powerful.

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