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Insights from MSI - Summer 2011

What type of online ad boosts purchase intentions most

Investigates the effectiveness of targeted ads vs. obtrusive ads, as well as ads that aim to be both.

What makes online content viral?

A study of the New York Times “most-emailed” list

Linking marketing, brand equity, and customer lifetime value

In the battle for consumer hearts and minds, a coordinated attack works best.

Measuring the sales impact of consumer attitudes

Adding attitudinal metrics to transactional data can pay big dividends for marketing.

Valuing Corporate Branding in Mergers

The choice of corporate branding is an important strategic decision in mergers.

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