Marketing Decision Support
Multichannel Sales Attribution and Media OptimizationJul 7, 2016 Sandy D. Jap and Timothy J. Gilbride, 2016, 16-116
This decision support model incorporates the dynamic effects of advertising and sales channels as well as interaction effects between them. Analysis of nine sales markets suggests that optimizing cross-channel and multimedia effects can increase profits 35% on average.
The Perils of Managerial EmpathyOct 15, 2015
"Empathic" managers are more likely to use personal preferences, and less likely to use marketing research.
Influencing Customer Opt-In and Opt-OutApr 07, 2015
Marketers should avoid over-marketing to customers who have joined a permission-based email program.
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.
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