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What Marketers Are Talking About - December 2016


ARTICLE
5 things I know about marketing
“An imaginative mind is the most essential computational device in a manager’s tool kit,” says Harvard’s Gerald Zaltman.
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ARTICLE
Top ten 2016 articles
This year’s most-viewed articles look at branding, neuroscience, social sharing, marketing ROI, and more.
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BOOK
What do we know about the impact of marketing activities?

Empirical Generalizations about Marketing Impact provides evidence-based findings and marketing implications. (Free kindle download)
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REPORT
Understanding customer experience in smart homes
Donna Hoffman and Thomas Novak develop a conceptual framework that captures the revolutionary potential of the IoT.

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ARTICLE
“Yes/no” format gets people to click
Study compare's consumer response rates to yes/no vs. opt-in approaches.
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WEBINAR
Understanding, measuring, and managing shoppability
Ray Burke, Indiana University, highlights approaches to improve shopper engagement and eliminate barriers to purchase.
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ARTICLE
Online data improves TV forecasting
Research shows that consumers reveal their offline preferences through social posting.
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REPORT
Effects of B2B service innovation
How do effects on firm value and firm risk differ from B2C service innovations?
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For Members
7 top issues for marketers: Findings and frameworks
Journal of Marketing special issue offers comprehensive review of MSI's research priority topics.
 
 

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