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What Marketers Are Talking About - January 2015

Academic Trustees Reading List

What should marketers read? Our academic experts offer their recommendations.
ARTICLE

Top paper makes the case for customer engagement metrics

Report by Bobby Calder, Mathew Isaac, and Edward Malthouse earned the 2014 MSI Top Download Award.
ARTICLE

Marketing on the Internet of Things

“It’s as if the Internet has broken free of the Web and is now everywhere around us,” says GWU’s Donna Hoffman. What does that mean for marketers?
VIDEO

Making the right connections for customized solutions

Brian Murtha, Sundar Bharadwaj, and Christophe Van den Bulte offer a nuanced look at how and when to build ties between buyer and seller teams.
REPORT

Two-sided markets and “counterintuitive” pricing

With plummeting demand, many print newspapers are raising subscription rates by 40-60%. Why does this strategy makes sense?
ARTICLE

How free digital products grow

Gil Appel, Barak Libai, and Eitan Muller show how freeware growth patterns depart from the lifecycle patterns of traditional products.
REPORT 

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