Marketing at Tuck: 120-Plus Years of Relevance, Rigor, and Impact

Praveen K. Kopalle, Peter N. Golder () and Kusum L. Ailawadi
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Praveen K. Kopalle: Dartmouth College
Peter N. Golder: Dartmouth College
Kusum L. Ailawadi: Dartmouth College

Customer Needs and Solutions, 2023, vol. 10, issue 1, No 4, 6 pages

Abstract: Abstract Dartmouth College’s Tuck School of Business is known for its close-knit community and its singular focus on its full-time, 2-year residential MBA program. The school’s marketing group is small, and the marketing faculty march to the culture, strategy, and mantra of impact equals relevance plus rigor. In this paper, we provide an overview of the historical epochs of the Tuck School and how the marketing group has nurtured this culture of relevance and rigor.

Keywords: Relevance; Rigor; Impact; Tuck School of Business; Dartmouth College (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s40547-023-00140-z

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