Markets and Marketing Strategy
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?
When and How Does Board-Level Marketing Experience Impact Firm Performance?May 26, 2015 Kimberly A. Whitler, Ryan Krause, and Donald R. Lehmann, 2015, 15-109
MSI's 2017 Best Paper shows that a board member with marketing expertise can help the board and firm convert knowledge related to competitors, consumers, and the broader market into successful strategies and plans.
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