Fast Forward Series

MSI’s Fast Forward series offers new viewpoints on marketing topics of enduring importance. Written for marketers by marketing thought leaders, Fast Forward reports distill current knowledge, with a focus on emerging challenges and practical implications.

Fast Forward Collection
2012  [12-701]

Service Marketing: Insights and Directions
Roland T. Rust and Ming-Hui Huang, 2012  [12-700]
Today, every business is a service, and service is being transformed by advances in information technology. Roland Rust and Ming-Hui Huang offer an expert perspective on the service revolution and point to new directions for the marketing function.

Customer Value Management: Optimizing the Value of the Firm's Customer Base
Peter C. Verhoef and Katherine N. Lemon, 2011  [11-700]
Customer and prospect data analysis should drive customer acquisition, retention, and expansion efforts, say Peter Verhoef and Katherine Lemon. They outline critical lessons and emerging challenges for managers seeking to manage customers for value.

Customer Satisfaction: A Strategic Review and Guidelines for Managers
Vikas Mittal and Carly Frennea, 2010  [10-701]
In uncertain markets, customer satisfaction offers firms a forward-looking metric to gauge the health of their customer base. Vikas Mittal and Carly Frennea outline key research findings and ways to incorporate customer satisfaction in firms' strategic planning processes.

The New Branding Imperatives: Insights for the New Marketing Realities
Kevin Lane Keller, 2010  [10-700]
In a changing market, managers are rethinking their branding policies and practices. Kevin Keller offers his point of view on today's branding challenges, and outlines six imperatives to help managers find the "sweet spot" for branding success.