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What Marketers Are Talking About - August 2015


VIDEO
Can surveys be good marketing tools?
Vicki Morwitz, New York University, reviews research on the effects of research survey questions on respondents’ loyalty and purchase behavior.
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ARTICLE
Cross channel effects drive advertising ROI
For a retailer, online display—in particular, search advertising—was more effective than traditional advertising. (“Journal Selections from MSI”)
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ARTICLE
Why TV ad spend is a wise marketing investment
Marketers need to take account of TV ads' brand-building effects when they weigh TV versus digital ad spending. (From Empirical Generalizations about Marketing Impact)
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ARTICLE
How to map your service transition
Services marketing pioneer Valarie Zeithaml describes the path from offering services that support products to offering solutions that support customers.
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WEBINAR
What does leadership look like in today's world?
John Gerzema discusses the adaptive leadership skills documented in the New York Times best seller The Athena Doctrine.
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New in our working paper series
Our latest reports look at user participation on content websites, how peer vs. expert ratings affect choice, and search advertisers’ keyword decisions.
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