Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

BUSINESS COURIER: Macy's Marketers Among Those Searching for Clues to Grab Millennial Dollars

Business Courier
Monday, December 19, 2016 6:24 PM
Business professor says companies can shape what millennials believe about them and their brand.

In a June 8, 2012 Business Courier story, Drew Boyd, executive director of UC's master of science in marketing program and an assistant professor of marketing and innovation at the Carl H. Lindner College of Business, says the key to reaching millennials is for corporations to develop the ability to listen to what those consumers are saying on the Web.

Boyd teaches what he calls the “listen, join and shape model,” and it all starts with the social Web.