What Marketers Are Talking About - November 2015Nov 24, 2015
What’s new and newsworthy on the marketing front—from the Marketing Science Institute.
A Marketer’s Roadmap to Sustainable InnovationsNov 23, 2015
Texas A&M professor Rajan Varadarajan addresses the “imperative” for legacy or established firms to invest in developing sustainable innovation capabilities.
What’s the Optimal Bid for Your Search Ad?Nov 16, 2015
Based on their analysis of search engine advertising across industries, Nadia Abou Nabout and Bernd Skiera offer a simple heuristic for bidding on keywords. (From Empirical Generalizations about Marketing Impact, 2nd ed.)
How, Where, and When Consumers Search on MobileNov 02, 2015
Contrary to conventional wisdom, consumers search for product and price information at all locations and times.
Q&A with Executive Director Kay LemonNov 02, 2015
"To be successful, marketers must understand and coordinate with frontline service, information technology, operations, finance—all these aspects of the organization that they may not control or even influence," says Executive Director Kay Lemon.