Books

MSI publications include a select list of books distinguished by their high quality and relevance to the interests of managerial and academic readers.

Bridging the worlds of business and academia, MSI is uniquely positioned to identify critical “knowledge gaps” in marketing and to involve acknowledged thought-leaders as authors.

With input from MSI’s Research Review Committee, books are developed to summarize knowledge on topics of enduring importance, to synthesize significant streams of research, and to foster new thought on emerging topics.

Essential Readings in Marketing with 2006-2010 Update
Leigh McAlister, Ruth N. Bolton, and Ross Rizley, 2006  [06-601wu]
Essential Readings in Marketing and its update, New Advances in 2006-2010, offer a comprehensive overview of the critical milestones in marketing thought. Developed for academics, marketing researchers, and doctoral students, Essential Readings in Marketing collects over 250 abstracts of articles that have won marketing’s major research awards. Abstracts are organized by topics—among them, metrics linking marketing to financial performance, research tools, customer insight, and new media—and brief essays provide context and insight.

Assessing Marketing Strategy Performance
Edited by Christine Moorman and Donald R. Lehmann, 2004  [04-603]
Offers a diverse set of approaches—from stock market response modeling to historical analysis—to help researchers investigate whether and how marketing influences firm performance.

Reflections on the Futures of Marketing: Practice and Education
Donald R. Lehmann and Katherine E. Jocz, 1996  [96-129]
Leading thinkers in the field of marketing, including six past executive directors of MSI, offer their perspectives on marketing as it enters the 21st century.