Empirical Generalizations about Marketing ImpactSep 24, 2015
Dominique M. Hanssens
Dominique M. Hanssens presents and discusses the highlights of MSI’s newly updated "Empirical Generalizations about Marketing Impact," which includes 123 generalizations about marketing impact on business performance. These insights are drawn from several decades of academic research, published in the leading marketing journals.
A Data-Driven Approach to Understanding What Society Expects from LeadershipAug 20, 2015
John Gerzema, BAV Consulting
John Gerzema and team reveal how adaptive leadership requires skills traditionally thought of as “soft” or “feminine”. John discusses how these “Athena” skills and competencies, such as empathy, collaboration, and communication, now drive tangible business outcomes and give organizations a competitive advantage.
Asking Questions Changes Respondent Behavior: Some Unintended Consequences of Market Research SurveysJul 24, 2015
Vicki Morwitz, New York University
Vicki Morwitz reviews a series of projects conducted over the years, discussing several factors that influence the occurrence and direction of these effects and exploring the question of why they occur as well as implications for marketing managers.
Modern Marketing Is Business-to-Person MarketingJul 24, 2015
Jon C. Iwata, Senior Vice President, Marketing and Communications, IBM Corporation
Jon Iwata shares how IBM marketing is using agile methods and digital, data-driven approaches to build uniquely IBM experiences for individuals.
Three Branding Trends You Need to KnowJul 08, 2015
David Aaker, University of California, Berkeley
According to David Aaker, branding is now facing three paradigm-shifting trends, all market driven.