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What Marketers Are Talking About - December 2013

What’s new and newsworthy on the marketing front—from the Marketing Science Institute.

Lifestyle branding: The new frontier of competitive differentiation
Focusing on lifestyle puts brands like Abercrombie & Fitch, Harley-Davidson, Gillette, Puma, Starbucks, and Facebook in direct competition with one another, says Northwestern’s Alex Chernev.

Mining the gold of social TV data
Wharton’s Shawndra Hill links social media strategies to online content and sales in real time.

The rise of big data analytics for marketing
Tom Davenport, Babson College, and Teradata’s Tasso Argyros discuss the evolution of marketing analytics and practices from B2C/B2B data analytics “pioneers.”

Why do people contribute content to Twitter?
People tweet to share information, but mostly they want to influence how others see them.

Restoring trust in B2B partnerships
Sandy Jap of Emory University offers marketing insights from two studies on trust in strategic partnerships and alliances. 

10 articles that business marketers should read
In “Journal Selections” we highlight articles from the top marketing journals chosen for their potential to improve marketing practice.

Which marketing budget allocation method works best?
This study tests four approaches and finds which have the most reliable performance across varying firm and market conditions.

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