Marketing StorytellingNov 17, 2014 Andrew J. England, Executive Vice President, Chief Marketing Officer, MillerCoors
Andy England shares stories about consumers, about beer, and about how marketing organizations need to change to meet the needs of the next generation of consumers.
How Marketers Can Optimize Their Multichannel Media MixSep 08, 2014
“The question of ‘which channel should the firm push sales to?’ does not have a straightforward answer,” says Emory Prof. Sandy Jap. “Simply pushing sales to the most profitable channel overlooks marketing spillovers that may drive very different sales lift patterns in other channels.”
The New Brand Normal ― It Really Is Not So New and It Is Anything But Normal!Mar 20, 2014
Scott Davis, Chief Growth Officer, Prophet
Scott Davis, Prophet, discusses "The New Brand Normal" at MSI's conference, "Brands in the Balance: Managing Continuity and Change," held in Charleston, SC, on February 11-12, 2014.
When Humor Backfires: Revisiting the Relationship Between Humorous Marketing and Brand AttitudeDec 12, 2013 Caleb Warren and A. Peter McGraw, 2013, 13-124
Investigates whether humorous marketing communications can harm brand attitudes by eliciting negative feelings; tests a framework to explain which humor attempts are most likely to harm consumers' attitudes towards the brand.
The Surprising Social Benefits of Digital Content InteractionsNov 20, 2013
Interacting with others in social media makes people feel more connected to others, and recent research by George Washington University professors Donna Hoffman and Thomas Novak shows that interactions with digital content can have a similar effect.
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