Integrated Customer Experiences
|Consumers are increasingly in control of the information flow. And marketers now have the ability to customize experiences, offers, and content. The key issue is getting marketing “right” in real time, whether B2B or B2C. How should firms design and serve up their offerings so that they are relevant in context — hitting just the right “notes” at the right point in the path to purchase or decision journey?|
“Quick Talks” Highlight Marketing Impact of New ResearchJan 04, 2017
At MSI’s November 2016 Board of Trustees Meeting, Ashlee Humphreys, Paul Fombelle, and Stephen Spiller discussed their latest research, offering new consumer insights with practical applications for marketers.
The Effects of Mobile Apps on Shopper Purchases and Product ReturnsJan 3, 2017 Unnati Narang and Venkatesh Shankar, 2017, 17-100
This study offers new insights about the effects of mobile app adoption on shopping behavior across channels--and suggests managerial caution against “all-in-one” app designs.
The Effects of B2B Service Innovations on Firm Value and Firm Risk: How Do They Differ from Those of B2C Service Innovations?Nov 21, 2016 Thomas Dotzel and Venkatesh Shankar, 2016, 16-132
What are the return and risk outcomes of B2B and B2C service innovations?
Feeling of Missing Out (FOMO) and Its Marketing ImplicationsNov 16, 2016 Ceren Hayran, Lalin Anik, and Zeynep Gürhan-Canli, 2016, 16-131
Is FOMO (feeling of missing out) a boon or threat for marketing? This study looks at what drives FOMO and the implications for customer loyalty and revisit and recommendation intentions.
6 Expert Views on the Consumer Internet of ThingsNov 03, 2016
Highlights from presentations at MSI's conference "Marketing in the Consumer Internet of Things" on September 30, 2016, at George Washington University.
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