What Marketers Are Talking About - September 2014
"I believe marketing’s role is to create positive agitation within the company," says Dr Pepper Snapple Group EVP Jim Trebilcock.
“Simply pushing sales to the most profitable channel overlooks marketing spillovers that may drive very different sales lift patterns in other channels,” says Sandy Jap, Emory.
In the September issue of “Journal Selections from MSI,” we summarize 10 “must read” articles from the top journals (with free downloads)
Perceptions of unfair treatment can have toxic effects on customer relationships.
And other discoveries from marketing science
MSI report integrates the findings of previous econometric studies to demonstrate marketing’s impact on firm value.
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