Fareena Sultan

Fareena Sultan, professor of marketing in the College of Business Administration, explains how and why China has become the king of the mobile phone market.

Smart phone users are constantly on the move, and advertisers are increasingly trying to catch them along the way. Groupon, for instance, has now launched a service pitching deals to users based on their current location. Fareena Sultan, professor of marketing and the Robert Morrison Fellow in the College of Business Administration, assesses the future of mobile marketing and the potential for consumer backlash.

AT&T Inc. has proposed buying T-Mobile USA for $39 billion, a merger that would create the nation’s largest U.S. wireless carrier. What would this development mean for consumers and the industry? Fareena Sultan, a professor of marketing and the Robert Morrison Fellow in Northeastern University’s College of Business Administration, assesses the impact of the potential deal.

Professors help marketers take advantage of customers' unprecedented attachment to their cell phones and provide value-added services they would welcome into their private domain.

Marketing professor examines how IT impacts the development of new products March 27, 2008 – As the burgeoning market for innovation shows no signs of slowing down, many organizations are looking for ways to improve their products and services by using new information technologies (IT). However, there has been no available data proving that utilizing […]

Research looks at media multitasking behavior of young consumers Today’s teenagers are known to have multiple types of media going at the same time, including Instant Messenger, MP3, email, social networking sites, online shopping, mobile phones, iPods, and TV. Companies trying to reach this market are eager to find out what media these multitasking teens […]