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Insights from MSI - 2011 Fall

For members only, Insights from MSI highlights new research from MSI academics. Each issue features several recent MSI working papers, offering marketing insights and fresh approaches to marketing practice.

When Does Dynamic Retargeting Increase Sales?

Targeting customers with content can be a waste of ad dollars if their preferences are still being formed.

Insider or Imitator: Consumer Identity and Product Trends

Why do some products catch on and spread like wildfire . . . and why do they fizzle out?

Do Multi-media Marketing Campaigns Pay Off?

A new approach to measuring the impact of advertising allocations

Making the Case for Marketing's Worth

Marketers need to go beyond the balance sheet when making the case for marketing investments.

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