Role of Marketing/Market Orientation
C_RIOSITY: Where Are U?Feb 28, 2017
Webinar featuring Spencer Harrison, Boston College
Spencer Harrison will show how curiosity works at work, how it can help people be more creative, and how you can spark creativity in your employees.
Marketing in the Real-Time FutureJan 25, 2017
Uncertainty was in the air on November 10, 2016, when marketing executives and academics came together for MSI’s Board of Trustees Meeting in San Francisco. How can marketers prosper, and prepare for what(ever) lies ahead?
Demonstrating the Value of MarketingOct 25, 2016
Webinar featuring Dominique Hanssens, University of California, Los Angeles and Koen Pauwels, Ozyegin University
In this webinar, Dominique Hanssens (University of California, Los Angeles) and Koen Pauwels (Ozyegin University) will discuss the consequences of this ambiguity for firms, and will examine how marketers can employ data analytics to improve marketing decision making at different levels of the organization.
5 Things I Know about Marketing – Duke’s Christine MoormanOct 20, 2016
"I tell my students: 'Love your customers,'" says Duke's Christine Moorman. "It’s the fundamental desire to please and create value for these individuals you have a relationship with. It’s a very heartfelt thing."
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.
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