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?|
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.
Report Outlines Challenges of Understanding Digitized CustomersNov 02, 2016
A new report identifies six research priorities for academic-industry collaboration on the topic, “Understanding Digitized Customers in Digitized Environments.”
Do Hashtags Signal a New Brand Entity?Oct 24, 2016
Social-media-based interactions aggregate to form “brand publics" (from Journal of Consumer Research).
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to MSI.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.