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What Marketers Are Talking About - January 2017


READING LIST
What should marketers read?
Our annual list from MSI’s Academic Trustees.
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REPORT
How, when, and where do in-app ads pay off?
Liye Ma and Baohong Sun uncover new opportunities to improve mobile targeting.
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QUICK TALKS
3 research studies with big marketing impact

New work from Ashlee Humphreys, Paul Fombelle, and Stephen Spiller.
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REPORT
Consumer adoption of online music streaming
Hannes Datta, George Knox, and Bart Bronnenberg look at effects on consumption and discovery of new digital content.

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VIDEO
What we should know about digital, social media, and mobile marketing
In recent webinar, Oxford University’s Andrew Stephen discusses trends and changes over the past 15 years and areas for future research.
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FOR MEMBERS
Marketing in the real-time future
Key insights from 3 speakers at MSI’s November Trustees Meeting in San Francisco
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REPORT
Customer-centric partners and alliance value
Research by Ju-Yeon Lee and Rob Palmatier shows that customer-centric firms capture more of the pie than their product-centric partners.
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MOST POPULAR
Top ten articles
Gerald Zaltman: 5 things I know about marketing
 

ICYMI: A year at the Marketing Science Institute
 
 

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