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7 Top Issues for Marketers: Findings and Frameworks

Journal of Marketing special issue offers comprehensive review of MSI's research priority topics. 

Editor-in-chief: V. Kumar
Guest editors: Donald Lehmann and Robert Leone
Journal of Marketing 80 (6), November 2016

Introduction — Mapping the Boundaries of Marketing: What Needs to Be Known
V. Kumar, Kevin Lane Keller, and Katherine N. Lemon

Organizing for Marketing Excellence
Christine Moorman and George S. Day
Video: Christine Moorman 

Creating Enduring Customer Value
V. Kumar and Werner Reinartz
Video: V. Kumar

Understanding Customer Experience Throughout the Customer Journey
Katherine N. Lemon and Peter C. Verhoef
Video: Kay Lemon and Peter Verhoef
View Webinar

Marketing Analytics for Data-Rich Environments
Michel Wedel and P.K. Kannan
Video: Michel Wedel and P.K. Kannan
View Webinar

Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
Rajeev Batra and Kevin Lane Keller
Video: Kevin Lane Keller and Rajeev Batra

A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry
Cait Lamberton and Andrew T. Stephen
Video: Andrew Stephen
View Webinar

Demonstrating the Value of Marketing
Dominique M. Hanssens and Koen H. Pauwels
Video: Dominique Hanssens
View Webinar

Related Content

5 Things I Know About Marketing - Duke's Christine Moorman

5 Things I Know About Marketing - Dartmouth's Kevin Lane Keller

Frontiers of Marketing

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