For most companies, one of the key aspects to any new or ongoing initiative is being able to measure return on investment or ROI. How do we know that what we’re doing is paying off, or working better than what we’ve tried before? In the book, Marketing Metrics: The Manager’s Guide to Measuring Marketing […]

MSI is delighted to announce the 2021 class of Young Scholars. The Young Scholars Program was conceived and organized twenty years ago by a diverse group of marketing scholars whose interests spanned all disciplines within marketing. Recognizing the lack of interactions across these domains, MSI convened a conference to bring these perspectives together and develop […]

Getting a new business off the ground is hard. It’s so hard that 90% of them fail in the first year and only half make it to five years. The operational demands and financial constraints that start-ups face often push marketing far down a long list of priorities for founders who are struggling to turn […]