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What Marketers Are Talking About - July 2014

What’s new and newsworthy on the marketing front—from the Marketing Science Institute.

Investors value brands. Why don’t balance sheets?

Accountants are evolving balance sheets to include brands and they are doing this without reference to marketers.
ARTICLE

Surprising new insights about how consumers search online

Consumer search for durable goods is more extensive, focused, and informative of choice than is commonly reported, suggesting new strategies for marketing intervention.
ARTICLE

If you had trust and lost it, then what?

Sandy Jap of Emory University offers marketing insights drawn from two studies of trust in B2B partnerships.
VIDEO

How a single event can transform a B2B relationship

The way firms manage “transformational relationship events” can have important impacts on sales performance and customer loyalty.
REPORT

Epochal innovation and stock bubbles

This historical analysis may help managers make the case for future paradigm-changing technologies.
REPORT

Pricing in two-sided markets: The case of print newspapers

How do changes in one side of a market affect prices on the other side?
REPORT

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Social Media Intelligence

Wendy Moe, University of Maryland discusses research which addresses challenge of converting  data into insights that can inform decision making.

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