Conference Archive

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  • Westin Grand Bohemian Hotel, Orlando, Florida

    Brand Orchestration

    Brands are a key focus of strategy and an important asset for a firm. While most people associate brand power with advertising, it also develops through the interaction of multiple aspects of company behavior including its place in the product line, the stores…

  • The University Park Hotel at MIT, Cambridge, Massachusetts

    Board of Trustees Meeting: The Science of Marketing: Where Do We Go From Here? [Fall 2003]

    Rather than rely on insight or intuition, executives are increasingly being asked to demonstrate the effectiveness of marketing activities in their organizations. While examples are useful for idea generation and persuasion, strong demonstration requires…

  • Boston University School of Management, Boston, Massachusetts

    Integrating Social Responsibility and Marketing Strategy

    Corporations have recently shown tremendous interest in corporate social initiatives by supporting social causes and nonprofit organizations with managerial advice, technological support and teams of employee volunteers. The Boston University School of…

  • Chicago Hilton & Towers, Chicago, Illinois

    Cool Tools for Assessing Marketing Strategy Performance

    Many parties have been calling for evidence of the impact of marketing and assessing marketing productivity is the top priority of MSI. At the same time, a number of relatively new methods have been introduced to the literature about which many current and…

  • Grand Hotel Huis Ter Duin, Noordwijk, The Netherlands

    Global Marketing

    The promises and pitfalls of global marketing have long been debated. However, there has been surprisingly little scholarly research that documents what does, and does not, work. In order to address this gap, the International Journal of Research in Marketing…

  • Le Meridien, Chicago, Illinois

    New Approaches for New Products

    Many have questioned the role, if any, of marketing research in developing products that lead to real growth. Further, a clear distinction has emerged between scientific methods that assess and forecast marketplace acceptance and more qualitative techniques…

  • The Ritz Carlton Hotel, Washington, D.C.

    Board of Trustees Meeting: Captivating Customers and Building Brands [Spring 2003]

    In a post “4Ps” world, marketing is increasingly focusing on building marketing assets, primarily customers and brands. While captivating (acquiring, retaining, and expanding) customers and developing brands and brand equity have emerged as…

  • W Hotel New Orleans, New Orleans, Louisiana

    Marketing Meets Design

    The relationship between the marketing and design functions is often complex. Both play a critical role in determining the success or failure of new products, yet there is ample room for improvement in how these functions interact. In conjunction with The…

  • Loews Ventana Canyon Resort, Tucson, Arizona

    Board of Trustees Meeting: Pathways to Growth [Fall 2002]

    Through good times and bad, growth remains critical to corporate success. While the goal is clear, the roads to growth are many and varied. This conference will look at different pathways to growth, and how they individually and collectively contribute to…

  • The Fairmont Hotel, Dallas, Texas

    Measuring Marketing Productivity: Linking Marketing to Financial Returns

    The tallying of votes for MSI's 2002-2004 Research Priorities confirmed that the pressure on executives to demonstrate the effectiveness of marketing activities has never been greater. In August 2002, MSI's corporate sponsors voted "Assessing Marketing…

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