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What Marketers Are Talking About - February 2017


ARTICLE
Top paper offers deep dive into customer experience
Arne De Keyser, Katherine Lemon, Philipp Klaus, and Timothy Keiningham earned MSI’s 2016 award for most-downloaded working paper.
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ARTICLE
How customers feel about your data practices
Research by Kelly Martin, Abhishek Borah, and Rob Palmatier offers a rare customer-centric view of marketing practices.
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REPORT
Where does innovation start?

Stav Rosenzweig, Gerard Tellis, and David Mazursky find that inventors play a significantly bigger role than customers in the origin of ideas.
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WEBINAR VIDEO
Demonstrating the value of marketing
Dominique Hanssens and Koen Pauwels examine how marketers can employ data analytics to improve marketing decision making at different levels of the organization.

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Journal Selections from MSI
Curated knowledge from the leading marketing journals
Monitoring brand perceptions in real time (Marketing Science)
Do hashtags signal a new brand entity? (Journal of Consumer Research)
Does customer participation always benefit NPD? (Journal of Marketing)
 

Most popular
Reading list curated by our academic trustees
3 research studies with big marketing impact
7 top issues for marketers: Findings and frameworks
 
 

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