Marketing Decision Support
Self-serving Behavior in Price-Quality CompetitionApr 15, 2013 Marco Bertini, Daniel Halbheer, and Oded Koenigsberg, 2013, 13-107
Investigates the role of self-serving behavior in price and quality competition; identifies the conditions under which it increases or decreases firm profitability.
Big DataJoseph Davies-Gavin, Clarence Lee, and Lingling Zhang, 2013, 13-300
Summarizes the proceedings of MSI's conference on "Big Data," held at the Massachusetts Institute of Technology, Cambridge, on December 4-5, 2012.
Principles of Credible CommunicationFeb 12, 2013
Why does so much good research get underutilized, misinterpreted, or simply ignored? At MSI’s November 2012 Trustees Meeting, Michael Maslansky, CEO, maslansky + partners, offered a new set of “4Ps” for marketers.
Marketing Mix Analysis: Heuristics to Empower ActionJan 01, 2013 Paul Flugel, Vice President, Research Solutions, Catalina Marketing Corporation and Dafna Gabel, Director, Marketing Intelligence Analytics, Nestlé
For consumer packaged goods (CPG) brands, ROI is the most commonly-used metric in assessing the performance of marketing elements. A primary reason for this is…
Ethnographic Stories for Market LearningDec 31, 2012 Julien Cayla and Eric J. Arnould, 2012, 13-100
Examines how ethnography can be implemented, and contributes to market learning, in corporate environments; uses in-depth analysis of two companies and a cross-sectional study of ethnographic projects in several industries, countries, and strategic contexts.
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