Empirical Generalizations about Marketing Impact, 2nd ed.Sep 19, 2015
Edited by Dominique M. Hanssens of UCLA, the 2015 edition updates MSI’s best-selling 2009 book and provides evidence-based findings on new topics such as sales diffusion and social influence, word of mouth and sales elasticity, and the impact of service innovation. Contributors are leading academics with deep expertise in their marketing areas. (195 pages)
Consumer Insights: Findings from Behavioral ResearchNov 01, 2011
Collects findings on 42 consumer behavior topics related to information search, pricing, advertising, brand effects, inference, attitudes and persuasion, decision making and purchase, social and group effects, vulnerable consumers, and health and well-being; includes behavioral insight(s), evidence base, managerial implications, and references.
Shopper MarketingApr 01, 2011
Provides a framework for understanding a new paradigm of customer purchase behavior. Defines shopper marketing, and offers research insights about shopper behavior, industry practices, and implications for manufacturers and retailers. Concludes with a discussion of important trends and research questions. Part of MSI's Relevant Knowledge Series.
Innovation Diffusion and New Product GrowthDec 01, 2009
Develops a framework for understanding how diffusion occurs in today’s markets. Reviews classic and more recent diffusion models, and investigates the mechanisms that underlie new product growth—with particular attention to current market trends such as information proliferation, globalization, competition, social networks, and growth in service markets.
Empirical Generalizations about Marketing Impact: What We Have Learned from Academic ResearchApr 01, 2009
Collects general findings in 16 topic areas to summarize current knowledge about the impact of marketing spending at product and firm levels; includes empirical generalizations, evidence base, managerial implications, and references. Part of MSI's Relevant Knowledge Series.