Relationship MarketingApr 01, 2008
Explores the theoretical underpinnings of relationship marketing, and offers insight into important managerial issues: understanding the financial impact of relationship marketing, building and maintaining strong relationships, targeting and adapting relationship marketing strategies, and improving performance through best practices. Outlines future research directions and topics. Part of MSI’s Relevant Knowledge Series
Social Networks and MarketingMar 01, 2007
Explores the business trends that are prompting managers to look into social network analysis, offers a conceptual "toolkit" of social network concepts, investigates "social capital"—the concept that particular positions in networks can confer particular benefits, and reviews research on consumer, intra-organizational, and inter-organizational networks. Part of MSI's Relevant Knowledge Series.
Marketing Metrics and Financial PerformanceDec 01, 2006
Describes the current drive to demonstrate the productivity of marketing investments, examines existing measures, develops a metrics “value chain,” and discusses the evidence for various links in that chain. Part of MSI's Relevant Knowledge Series.
Essential Readings in Marketing with 2006-2010 UpdateApr 01, 2006
Offers a comprehensive overview of the critical milestones in marketing thought. Essential Readings in Marketing collects over 250 abstracts of articles that have won marketing’s major research awards. Abstracts are organized by topics and brief essays provide context and insight.
PricingDec 01, 2005
Offers overview of pricing research: measurement and scaling issues, behavioral response to price, pricing tactics, empirical research, game-theoretic models, pricing on the Internet, and directions for future research. Part of MSI's Relevant Knowledge Series.