In April, MSI announced new Research Priorities for 2018-2020. Moving ahead, MSI will solicit and fund “translational” academic research; curate and promote working papers, webinars, and other digital content; and organize events guided by these strategic imperatives:

• Cultivating the Customer Asset
• The Evolving Landscape of Martech and Advertising
• The Rise of Omnichannel Promotion and Distribution
• Capturing Information to Fuel Growth
• Organizing for Marketing Agility

“More than 500 senior marketers participated in the priority-setting process, and we truly appreciate their engagement,” said MSI CEO Cheryl Toto. “As part of a unique group of future-oriented companies, they are helping to shape the future direction of academic research in marketing and accelerating the development of knowledge to fuel better marketing decisions.”

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2018-2020 Research Priorities Booklet