Events
Conference Summaries

Frontiers of Marketing

Prepared by Daniel Penrice, 2015, 15-303

What are key findings that have emerged from academic research on MSI's 2014-2016 research priorities? This report summarizes presentations by leading academics at MSI's "Frontiers of Marketing" conference, held on July 30-31, 2015 at Boston College. 

Contents

Introduction
Katherine N. Lemon and Kevin Lane Keller

Understanding Customers and the Customer Experience: Key Insights and Ideas for the Journey
Katherine N. Lemon, Boston College and Peter Verhoef, University of Groningen

Creating and Communicating Enduring Customer Value
V. Kumar, Georgia State University

Leveraging Digital/Social/Mobile Technology
Andrew T. Stephen, University of Oxford

Developing Marketing Analytics for a Data-Rich Environment
P. K. Kannan, University of Maryland

Measuring and Communicating the Value of Marketing Activities and Investments
Dominique Hanssens, UCLA and Koen Pauwels, Özyeğin University

Organizing for Marketing Excellence
Christine Moorman, Duke University

Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
Rajeev Batra, University of Michigan and Kevin Lane Keller, Dartmouth College

Related Conference:

Frontiers of Marketing

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