Jennifer Aaker
Jennifer Aaker the co-author of The Dragonfly Effect Named for the only insect able to move in any direction when its four wings are working in concert, The Dragonfly Effect reveals how everyday people achieve unprecedented results through harnessing the incredible power of social media. While there are many books teaching the mechanics of Facebook, Twitter, and YouTube to compete in business, this is the first to show how to tap social media and psychological insights to achieve a single, concrete goal. The book features original case studies of global organizations like the Gap, Starbucks, Kiva, Nike, eBay, Facebook, as well as start-ups like Groupon and COOKPAD. A social psychologist and marketer, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research spans time, money and happiness. She is widely published in the leading scholarly journals in psychology and marketing, and her work has been featured in a variety of media including The Economist, The New York Times, Wall Street Journal, Washington Post, BusinessWeek, Forbes, CBS MoneyWatch, NPR, Science, Inc, and Cosmopolitan. A sought-after teacher in the field of marketing, Professor Aaker teaches in many of Stanford’s Executive Education programs as well as MBA electives including Building Innovative Brands, How to Tell a Story, and The Power of Social Technology. Recipient of the Distinguished Teaching Award, Citibank Best Teacher Award, George Robbins Best Teacher Award and both the Spence and Fletcher Jones Faculty Scholar Awards, she has also taught at UC Berkeley, UCLA and Columbia. A homegrown Californian, Jennifer has studied at the Sorbonne, and counts winning a dance-off in the early 1980’s among her most impressive accomplishments.
