Events
Conference Summaries

Board of Trustees Meeting: A Celebration of Breakthrough Marketing

Prepared by James Blair, Bhavya Mohan, and Lingling Zhang, 2015, 15-302

Summarizes the proceedings of MSI's Board of Trustees Meeting, "A Celebration of Breakthrough Marketing" on April 23-24, 2015 in Boston, Massachusetts.

Contents

Brand Innovation in a Changing World
Trevor Edwards, Nike, Inc.

Modern Marketing Is Business-to-Person Marketing
Jon Iwata, IBM Corporation

From Scanner Data to Big Data: My Research Journey
Sunil Gupta, Harvard Business School

Asking Questions Changes Respondent Behavior: Some Unintended Consequences of Marketing Research Surveys
Vicki Morwitz, New York University

Direct Marketing 2.0
Bari A. Harlam, BJ’s Wholesale Club, Inc.

Back to Basics: Using Data Patterns to Understand Marketing Effects
Pradeep Chintagunta, University of Chicago

American Express: Developing Breakthrough Marketing to Reach New Audiences
Marie Devlin, American Express

Sustainable Innovation: New Challenges, New Sources of Insights, and New Capabilities Required
Jakki Mohr, University of Montana

The Consumer Psychology of Price: Its Impact on Purchase and Consumption
John Gourville, Harvard Business School

Related Conference:

Board of Trustees Meeting: A Celebration of Breakthrough Marketing (Spring 2015)

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