Assessing Marketing Strategy PerformanceAug 01, 2004
Offers a diverse set of approaches—from stock market response modeling to historical analysis—to help researchers investigate whether and how marketing influences firm performance.
Service QualityApr 01, 2004
Offers overview of service quality: how to define it, how to measure it, and how to improve service performance. Discusses evidence of links between service quality, customer loyalty, and profitability, and challenge of delivering service quality on the Internet. Part of MSI's Relevant Knowledge Series.
Branding and Brand EquityOct 01, 2002
Book by Kevin Lane Keller addresses the conceptualization and measurement of brand equity, brand building, brand extensions, and brand strategies and alliances. Part of MSI's Relevant Knowledge Series.
Sales PromotionApr 01, 2002
Offers an overview of the field of promotion: how promotion affects sales and profits, types of sales promotions, the interaction of advertising and promotion, and future research. Part of MSI's Relevant Knowledge Series.
Reflections on the Futures of Marketing: Practice and EducationJan 01, 1996
Leading thinkers in the field of marketing, including six past executive directors of MSI, offer their perspectives on marketing as it enters the 21st century.