Marketing Decision Support
Marketing Management: Fast and SlowNov 17, 2014 Eric Johnson, Columbia University
Eric Johnson reviews the roles of intuition and systematic thinking in marketing managers' decision making, and suggests major insights that have emerged from psychology and behavioral economics in the last 20 years.
Mid-term Reflections from Kevin Lane KellerJul 17, 2014
In July, MSI’s 2013-15 Executive Director Kevin Lane Keller talked about the efforts and successes of the past 12 months and his goals for the coming year.
The Power of Marketing AnalyticsSep 27, 2013
Marketing analytics are often under-appreciated and under-supported; this research reinforces their power.
The Commercial Contribution of Clinical Studies for Pharmaceutical DrugsAug 20, 2013 Ashish Sood, Eelco Kappe, and Stefan Stremersch, 2013, 13-115
Based on an extensive database of clinical studies in a major therapeutic market, investigates the dynamic effects of clinical studies on drug sales and marketing expenditures to doctors and patients.
Investigating the Performance of Budget Allocation Rules: A Monte Carlo StudyJul 23, 2013 Marc Fischer, Nils Wagner, and Sönke Albers, 2013, 13-114
In an experimental simulation study, investigates the performance of four marketing budget allocation methods to maximize discounted portfolio profit over a five-period planning horizon.
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