Research Resources

Organizing for Marketing Agility

With rapid and accelerating environmental change, it stands to reason that organizations need to be responsive to change – both internally and in how they interact with the environment.

5.1. Internal Organization

5.2. External Organization


““[We need a] more overt focus on the application of artificial intelligence and machine learning in marketing—including re-engineering decision making processes, automating routine tasks, driving innovation and effectively competing against digital incumbents and startups."

“My biggest challenge is in insight adoption… Are there more efficient ways to push insights into the org and get not just action, but the ‘best available’ action?”


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How Board-level Marketers Improve Firm Value [Best Paper award]

Christine Moorman: 5 Things I Know about Marketing

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Empirical Generalizations about Marketing Impact [Webinar with Dominique Hanssens]