Insights from MSI - 2011 Fall
For members only, Insights from MSI highlights new research from MSI academics. Each issue features several recent MSI working papers, offering marketing insights and fresh approaches to marketing practice.
Targeting customers with content can be a waste of ad dollars if their preferences are still being formed.
Why do some products catch on and spread like wildfire . . . and why do they fizzle out?
A new approach to measuring the impact of advertising allocations
Marketers need to go beyond the balance sheet when making the case for marketing investments.
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