2018-2020 Research Priorities: Marketers’ Strategic Imperatives

May 13, 2018

In April, MSI announced new Research Priorities for 2018-2020. Moving ahead, MSI will solicit and fund “translational” academic research; curate and promote working papers, webinars, and other digital content; and organize events guided by these strategic imperatives:

  • Cultivating the Customer Asset
  • The Evolving Landscape of Martech and Advertising
  • The Rise of Omnichannel Promotion and Distribution
  • Capturing Information to Fuel Growth
  • Organizing for Marketing Agility

“More than 500 senior marketers participated in the priority-setting process, and we truly appreciate their engagement,” said MSI CEO Cheryl Toto. “As part of a unique group of future-oriented companies, they are helping to shape the future direction of academic research in marketing and accelerating the development of knowledge to fuel better marketing decisions.”

2018-2020 Research Priorities Booklet



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