No Silver Bullet with AI: Blending in Firm Culture and Capabilities with AI Marketing Investment for Enhancing Firm PerformanceApr 2, 2020 Jifeng Mu, Jonathan Z. Zhang, and David Gilliland, 2020, 20-109
Data from 9,000+ companies in the U.S. and China show that -- despite the hype -- AI investment is not a “silver-bullet” for marketing processes.To build sustainable advantage, firms must make complementary resource investments -- and pay careful attention to short-term disruptions for existing customers.
How Salesforce Measures Marketing SuccessMar 19, 2020 Srinivas Vemuru, Senior Director of Marketing Data Intelligence, Salesforce
Salesforce helps its sales and marketing teams achieve and measure success, using a suite of metrics that gives them a clear look into an account’s engagement with everything from website to events, from content to campaigns, from webinars to emails.
Small Actions, Big Difference: Why All of Us Must Take Ownership of Sustainability to Save the WorldJan 17, 2020
CB Bhattacharya, University of Pittsburgh
CB Bhattacharya will provide a framework that shows companies how they can build sustainability ownership and engage their entire stakeholder base in their respective sustainability journeys.
How Vigilant Marketers Keep Their Companies AheadOct 23, 2019
George Day, University of Pennsylvania
This Lunch Lecture @ MSI will reveal how and why vigilant organizations have an advantage over their vulnerable rivals who often miss the early signals.
Being Systematically CreativeSep 20, 2019 Jeffrey Parker, University of Illinois at Chicago
Jeff Parker will present a “systematic” approach to creative idea generation that can complement many contemporary creative ideation methods, such as Design Thinking, and can be used by groups (as is the case with brainstorming) and individuals alike.
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