Opt-Out Effect, The: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty

About the Author

Dr. Gerald E. Smith led the Marketing Faculty at Boston College for nearly a decade and is currently Associate Professor of Marketing in the Carroll School of Management. He leads the MBA Product and Brand Management Specialization, and the Brand Management Partners Program. An award winning teacher, he teaches Strategic Brand Management, Strategic Pricing Management, and the core Marketing Management course. He has been featured in leading executive programs, including the Wharton School, DukeCE, Columbia University, Boston University, and Suffolk University. He has long been an adviser in brand management and pricing to firms in a variety of industries—consumer packaged goods, health care, agribusiness, energy and power generation, ...