Markets and Marketing Strategy
Creating and Appropriating Alliance Value Through Customer-Centric StructuresSep 1, 2016 Ju-Yeon Lee and Robert W. Palmatier, 2016, 16-127
A customer-centric structure enables firms not only to cultivate relational market-based resources but also to leverage those resources in alliances.
Defining, Nurturing, Protecting, and Measuring ReputationOct 29, 2015
Paul Argenti, The Tuck School of Business, Dartmouth College
In this webinar, Paul Argenti will help participants understand what reputation really is, how it is formed, how to protect it using reputational risk analysis, and how to measure it using new techniques based on advanced mathematical tools developed in the biological sciences.
Empirical Generalizations about Marketing ImpactSep 23, 2015 Dominique M. Hanssens, UCLA
Dominique M. Hanssens will present and discuss the highlights of MSI’s newly updated Empirical Generalizations about Marketing Impact, which includes…
Bart Bronnenberg’s Work Group NotesSep 22, 2015 Bart J. Bronnenberg, University of Tilburg
The notes that accompanied Bart Bronnenberg's work group activity can be found here. They complemented his presentation "Branding and Differentiating in a World…
How Free Digital Products GrowJun 12, 2015
As "free" becomes a dominant model, what does this mean for marketers?
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