Research Resources


2018-2020 Research Priorities

Every two years, the Marketing Science Institute asks every MSI member company Trustee to provide input to help set priorities for the research that will guide activities for the next few years.

These priorities enable the Marketing Science Institute to engage in its most critical mission: aligning marketing science and practice in order to create materially better outcomes for marketers and the customers they serve.

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2018-2020 Research Priorities

  1. Cultivating the Customer Asset

  2. The Evolving Landscape of Martech and Advertising

  3. The Rise of Omnichannel Promotion and Distribution

  4. Capturing Information to Fuel Growth

  5. Organizing for Marketing Agility

Please cite as follows:
Marketing Science Institute (2018), “Research Priorities 2018-2020” Cambridge, Mass.: Marketing Science Institute.