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Journal Selections from MSI - June 2013

To help our members better understand and access that best current thinking in the marketing field, “Journal Selections from MSI”  highlights recent academic work from the top marketing journals. Twice a year, we select articles published in the previous six months that are noteworthy for their managerial relevance and potential to improve marketing practice.

This issue highlights six articles chosen from the leading marketing journals.

How user-generated content can improve ranking systems
Firms can use crowdsourced content to improve their recommendations and learn how their offerings stack up against competitors.

What happens when resellers use brand trademarks?
By loosening their hold on intellectual property, firms may actually benefit from marketing spillovers.

Text mining creates “map” of competitive landscape
An approach to generate new insights about brand perceptions in changing market conditions.

Help your customers find better content faster
Adding user-generated links to a product network boosted overall satisfaction rates. 

Online channel use profitability and the role of self-selection
Online channel use increased customer revenues and decreases costs to serve—but marketers should note that self-selection effects are substantial.

What is the value of brand building?
How do different components of brand equity affect customer acquisition, retention and profitability?

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