Keynote: John Deighton

Interactive Marketing as Play
 
“Play” has many contradictory meanings.  One plays to win, or just the opposite, to idle away time. Some play is rule-bound, and other play ignores the rules. Players can be tricksters or they can be sincere. They can be charmers or scammers. Play is collaborative or adversarial, chaste or erotic. Indeed, play is found at every point on the human moral spectrum from high-minded to benign to very corrupt. So too with the Internet. When marketers come to the Internet, it helps to understand that they are leaving an ordered world and entering a carnival. They play or they are played.
 
John Deighton, Harvard Business School    
John Deighton is the Harold M. Brierley Professor of Business Administration emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches a course on Big Data in Marketing, and previously initiated and led the HBS Executive Education program in Digital Marketing and taught the elective MBA course, Digital Marketing Strategy.
 
His research on marketing management and consumer behavior has been published in a variety of journals including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, Organizational Behavior and Human Decision Processes, and the Harvard Business Review. His research has also received a number of commendations, including the American Marketing Association’s Best Article Award for an article in the Journal of Marketing and an honorable mention from the Journal of interactive Marketing. He received the European Case Clearing House Award in Marketing (2012), the Edward N. Mayer, Jr. Award for Education 
Leadership (2011), the Marketing EDGE Robert B. Clarke Outstanding Educator Award (2002), and the University of Chicago's Hillel J. Einhorn Excellence in Teaching Award (1995). He has been a visiting scholar at the University of Tokyo, Duke University's Fuqua School of Business, the Judge School of Business at Cambridge University and the Said Business School at Oxford University.
 
He is a past editor of the Journal of Consumer Research, a leading outlet for scholarly research on consumer behavior, and was the founding co-editor of the Journal of Interactive Marketing, which reports academic research on marketing and the Internet. He is a past Executive Director of the Marketing Science Institute, a member of the Chairman’s Advisory Council of Marketing EDGE, and a Director of the Berkman Center for Internet and Society at Harvard University. He has been with HBS since 1994 and received the Greenhill Award for outstanding service to the school.
 
Prior to joining HBS, he was on the faculties of the University of Chicago and the Tuck School of Business (Dartmouth College). He has a Ph.D. in Marketing from the Wharton School, University of Pennsylvania, and an MBA from the University of Cape Town. He also has a B.Sc. in Chemical Engineering from the University of Natal. His applied research includes consulting with a number of U.S and international corporations.