October 2, 2018, 1:00 PM EDT
The Organic Growth PlaybookBernard J. Jaworski, Claremont Graduate University & Robert S. Lurie, Eastman Chemical
Most conventional approaches to spurring growth focus on creating a favorable, differentiated impression of the company’s products in the minds of customers. The problem is that it’s not a reliable formula for faster growth. In this step-by-step guide, Bernie Jaworski and Bob Lurie offer a novel approach to the most pressing and perennial challenge they face – organic growth. At the heart of their method are two simple but profound insights that reframe how managers should approach the challenge of growth. First, they show why companies must shift the focus from products and solutions to the entirety of the customer’s purchase process to identify the few, high-yield customer behaviors that truly drive growth. Second, they demonstrate how growth comes not from creating or owning a differentiated positioning in customers’ minds but from changing their behaviors at key stages in the buying process. Drawing on many years of work with clients and colleagues to hone and apply these insights, the authors provide an engaging and detailed exposition of the methods and tools teams can use to accelerate the growth of both new and existing products – in most cases, by a factor of 1.5-2.0x or more.Register
October 30, 2018, 1:00 PM EDT
How Politics Can Influence Shopping BehaviorNailya Ordabayeva, Assistant Professor of Marketing, Boston College
As conservative and liberal opinions have grown more divided, political affiliation is more central to consumers’ identities than ever before. The polarized political climate is impacting the marketplace, where consumers increasingly take a political stand through their actions and expect companies to do the same. In this charged environment, understanding how consumers’ political ideologies may influence their shopping behavior is important for marketers. Our research takes a step toward addressing this question. We find that conservative and liberal ideologies lead consumers to choose distinct products to differentiate themselves in the marketplace. Our findings show how and why political ideology produces divergent product preferences, and they offer insights into what marketers can do about it. In this webinar, Nailya Ordabayeva will explain the research and findings.Register
November 29, 2018, 1:00 PM EST
Managing Multichannel (yes, MULTI!) DistributionKusum L. Ailawadi, Dartmouth College
While omnichannel is all the rage today, it does not supersede multichannel as a concept. From the perspective of upstream suppliers, multichannel issues are still the dominant concern. That is where conflict with channel partners develops. Kusum Ailawadi will present metrics, tools and frameworks for managing multichannel distribution and illustrate applications with case studies she and her co-author have developed.Register
December 12, 2018, 11:35 AM EST
How MSI Can Help You Become an (Even) Better MarketerKate Grey, Chief Experience Officer, MSI
In this 30-minute session, Chief Experience Officer Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.
How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.
This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.
To watch a previously recorded version of this webinar, click here.Register