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Jeffrey F RayportConsultant, author, founder and chairman of Marketspace LLC
Country:
 USA |
Content:
- Biography of Jeffrey F. Rayport
- Education:
- Expertise and Publications:
- Introduction of "Viral Marketing":
- Teaching Career:
- Directorships and Affiliations:
- Philanthropic Involvement:
Biography of Jeffrey F. Rayport
Jeffrey F. Rayport is a consultant, author, founder, and chairman of Marketspace LLC. Marketspace LLC is a division of Monitor Group, a banking firm and global expert in strategic consulting, that utilizes digital and traditional media to help model relationships between companies and consumers.
Education:
Rayport earned a Bachelor of Arts degree in Humanities from Harvard College, a Master of Philosophy degree in International Relations from the University of Cambridge, UK, and a Doctor of Philosophy degree in American Civilization from Harvard University.
Expertise and Publications:
Rayport is an authority in the information industries such as media and entertainment, retail, and financial services. He has published a series of textbooks aimed at preparing business administration graduates for e-commerce. Additionally, he authored a best-selling business book on the integration of various consumer societies.
Introduction of "Viral Marketing":
In 1996, Rayport's article "The Virus of Marketing" was published in Fast Company magazine, introducing the concept of "viral marketing." He explained that even the most superior product would not gain a dominant position in the market without a well-executed marketing plan. According to Rayport, launching a product without a promotion system is equivalent to chopping down a tree in the middle of a forest. No one will notice, no one will hear. However, Rayport acknowledges that today, traditional forms of advertising, such as 20-30 second commercials on television, are becoming outdated. To avoid an advertising crisis, it is time to consider "organic advertising" that seamlessly fits into the environment without causing rejection. Rayport cites companies like Burma-Shave and Google as examples of appropriate advertising. He also introduces concepts such as "psychological advertising," "socio-organic advertising," and "self-valuing advertising." Rayport is confident that today, the most profitable advertising platforms cannot be found in the media, and it is time to change the main direction of advertising development, or else it will not survive.
Teaching Career:
Rayport was once a professor at Harvard Business School, where he was recognized as an outstanding professor in 1997, 1998, and 1999. In that school, he developed, implemented, and taught the first comprehensive e-commerce course in the United States. His course, which manifested in 1995, was titled "Managing Marketspace Businesses." The business plans of Rayport's top students led to the birth of various high-tech startups, including the search engine "Yahoo!"
Directorships and Affiliations:
Rayport has served as a director of several public and private corporations. Currently, he oversees Andrews McMeel Universal, GSI Commerce, International Data Group, Valueclick, and Monster Worldwide. He is also a member of the advisory boards of the advertising agency Crispin Porter + Bogusky and the public relations firm Brodeur, a division of Omnicom Group.
Philanthropic Involvement:
Rayport is a trustee of the Peabody Essex Museum in Salem, one of the oldest operating museums in the United States. He serves as the director of the Nantucket Preservation Trust in Nantucket, Massachusetts, and leads the national American program "From the Top," which helps young classical musicians rise.
