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Top Ten Articles in 2014

Which MSI articles were most-read in 2014? Here's our top ten list (in order of number of views).

    1. Lifestyle Branding: The New Frontier of Competitive Differentiation
      Focusing on lifestyle puts brands like Abercrombie & Fitch, Harley-Davidson, Gillette, Puma, and Facebook in direct competition with one another, says Northwestern's Alex Chernev.
    2. 5 Things I Know About Marketing - Adobe CMO Ann Lewnes
      Ann Lewnes talks about creativity, testing, and the important role of judgment in marketing.
    3. Is Your Brand a "Partner," a "Best Friend" or a "Secret Affair" for Your Customers?
      Brand relationships come in all shapes and sizes, says Boston University’s Susan Fournier. So why do marketers focus on loyal brand “marriages”?
    4. 5 Things I Know About Marketing - Dominique Hanssens, UCLA
      "Despite the growth of cookie-level marketing capabilities, there remains a strong need for brand marketing, in addition to direct or one-to-one marketing," says Hanssens.
    5. How Online Reviews Can Benefit Brands
      Customer reviews can create a positive feedback loop for weak brands.
    6. Surprising New Insights About How Consumers Search Online
      Study by Duke's Carl Mela finds that consumer search is more extensive, focused, and informative of choice than is commonly reported.
    7. How Social Media Drives Brand Engagement and Sales
      With two years of Twitter data, researchers connect the dots to consumer engagement and brand sales. 
    8. Jonah Berger Talks About the Science of Word of Mouth
      Three principles for making your message contagious from Wharton's Jonah Berger.
    9. Real Customer Centricity Is About Profitability
      Identify your most valuable customers, then do everything in your power to make as much money from them as possible, says Wharton's Peter Fader. 
    10. The Marketing Power of Detailed Data
      How do you manage customer expectations when your customers expect you to know them as well as Amazon does?

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