SMM: Textbook Information

About the Authors


Andrew T. Stephen is the L’Oréal Professor of Marketing at the Saïd Business School at the University of Oxford. Prior to joining Oxford, Andrew was a marketing professor at the University of Pittsburgh and INSEAD, and earned his Ph.D in marketing from Columbia Business School in New York. Andrew is a globally recognized expert on social media marketing, has taught social media marketing to undergraduates, MBAs, and executives throughout the world, and has consulted with some of the world’s leading companies on this subject. He is also a prolific academic researcher in marketing, and was recently named by the American Marketing Association as one of the top-20 most productive marketing professors in the world based on publications in the premier marketing journals.



Yakov Bart is an Assistant Professor of Marketing at the D’Amore-McKim School of Business at Northeastern University. Yakov has done research, teaching and consulting throughout North America, Europe and Asia. His research examining the impact of new digital technologies and social media on advertising effectiveness and competitive marketing strategies has been presented at numerous academic and business conferences across the globe, including the World Knowledge Forum. Yakov has taught undergraduate, MBA and PhD courses, and delivered executive training in Bangladesh, France, Russia, Singapore, Taiwan, the UK and throughout the United States. He has also worked with numerous companies, including such industry leaders as General Motors, Google, Havas, Intel and WPP. Yakov holds a PhD and an M.S. in Business Administration from the University of California at Berkeley, an S.M. in Operations Research from MIT, and a Diploma in Mathematics from Moscow State University. Prior to joining Northeastern University, he was a marketing professor at INSEAD and visiting faculty at the Wharton School.