Glen L. Urban

Glen L. Urban

Professor of Marketing
Chairman, MIT Center for Digital Business

Office E56-332
Tel 617-253-6615

Urban is working on "trust-based" marketing on the Internet. He is trying to understand how trust is built on a site. A key feature of this is a virtual advisor to give customers unbiased advice on what to buy. A first application to auto purchasing indicates an advisor can build trust and generate additional sales. Work continues on optimal site design to maximize sales and trust. A trust based marketing system could provide an alternative to the "push" type of marketing commonly observed. Current research is on the feedback of customer needs revealed by the discussion with the advisor to help improve products.
General Expertise Internet strategy, entrepreneurship/new ventures, Internet applications, marketing, trust-based marketing, new product development

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Last Updated: October 23, 2007