Changing Decision Processes
|How are decision processes changing, given that customers are now always connected and have more choice in what they attend to? Customers are now engaging with firms through complex journeys and paths to purchase and beyond. Firms must insert themselves — or their product or service — into the customer decision process at the right time in the right context to have an influence.|
Consumer Decision Making in the Age of Nearly Perfect Information: Implications for MarketersApr 18, 2016 Itamar Simonson, Stanford University
How are the Internet, emerging technologies, and social media platforms transforming the ways consumers make decisions and evaluate product and service quality? Itamar Simonson will offer new insights and will explore their far-reaching implications for marketers, including the role of brands, loyalty, positioning, and market research. He will present a framework that can help marketers understand which product and service categories are most influenced by these changes and and how marketers need to adapt with them.
Why Is It So Hard to Get Social Media to Work?Apr 14, 2016 Catherine Tucker, Massachusetts Institute of Technology
Why is it so difficult to create advertising that people are willing to share with their friends?
Winning Consumer-Driven Brand Loyalty in an Age of “Opt-Out”Apr 01, 2016
Webinar featuring Gerald Smith, Boston College
Led by millennials and high income buyers, customers are seizing control of brand relationships, using online and mobile tools to opt-out of or alter their relationships with brands.
Dancing with the Enemy: Broadened Understanding of Engagement in Rival Brand DyadsFeb 22, 2016 Behice Ilhan, Koen Pauwels, and Raoul Kübler, 2016, 16-107
In the digital brandscape, brand fans are engaging and interacting with rival brands – and their fans. This study points to opportunities for marketers to respond, influence rivals, and strengthen their own brand image.
Board of Trustees Meeting: Finding Growth in DisruptionPrepared by Scott Cowley, Matt Godfrey, and Ainslie Schultz, 2016, 16-304
Emerging technologies and changing consumer behaviors are upending current marketing wisdom and practice. How might firms respond? At MSI's Fall Board of Trustees Meeting, held on November 5-6, 2015 in Phoenix, Arizona, academic experts and marketing leaders offered insights, predictions, and stories of new ways to prosper and grow.
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