Glen Urban: trust-based marketing

Glen Urban is a professor of Marketing at the Center for eBusiness at MIT.

He has been a member of the MIT Sloan School of Management faculty since 1966 and Dean at the school from 1993 to 1998. Dr. Urban is a leading educator, prize-winning researcher specializing in marketing and new product development, entrepreneur, and author.

Dr. Urban is author of the ground-breaking work "Don't Just Relate - Advocate!: A Blueprint for Profit in the Era of Customer Power," Wharton School Publishing, 2004 that launched the field of "trust-based" marketing.

More papers by Urban.