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What Marketers Are Talking About - August 24, 2017


Reading List
Marketing must-reads from Northwestern’s Alexander Chernev
What should marketers read? Recommendations from our Academic Trustees.
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Insights from MSI
Is service transition a silver bullet for B2B firms?
Mehdi Nezami, Stefan Worm, and Robert Palmatier study effects on sales growth, profitability, and cash flow volatility.
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Report Summary
New view of customer retention management
Marketers should go beyond “retain/not retain,” say Eva Ascarza, Scott Neslin, and coauthors.
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Insights from MSI
How mobile investments pay off
Evert De Haan, P. K. Kannan, Peter Verhoef, and Thorsten Wiesel analyze the multi-device path to purchase.
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Reports
New in MSI’s working paper series
Our latest reports focus on online retailing, customer retention, search personalization, and virtual reality for shopper research.
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Quoteworthy
“Marketing is a world populated by major blank spaces. The willingness and skill to imagine what is missing is what generates big insights. This is how visionaries lead.” - Gerald Zaltman, Harvard Business School
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