Role of Marketing/Market Orientation
Creating and Appropriating Alliance Value Through Customer-Centric StructuresSep 1, 2016 Ju-Yeon Lee and Robert W. Palmatier, 2016, 16-127
A customer-centric structure enables firms not only to cultivate relational market-based resources but also to leverage those resources in alliances.
World Bank Research Team Wins Practice Prize AwardJul 11, 2016
The 2015-2016 Gary Lilien ISMS-MSI Practice Prize Award competition took place June 17 at the INFORMS Society for Marketing Science Conference in Shanghai.
Accountable Marketing: Linking Marketing Actions to Financial PerformanceJun 08, 2016
Webinar featuring David Stewart, Loyola Marymount University @ 1 p.m. EDT
David Stewart will discuss critical findings collected in Accountable Marketing: Linking Marketing Actions to Financial Performance.
Evidence That Marketing Power Predicts Firm PerformanceJun 01, 2016
A multi-industry sample of U.S. firms offers strong evidence that marketing department power predicts short-term profitability and, beyond this effect, directly predicts longer-term shareholder value (from Journal of Marketing).
Accountable Marketing: Linking Marketing Actions to Financial PerformanceMay 27, 2016 Webinar featuring David Stewart, Loyola Marymount University
David Stewart will discuss critical findings collected in Accountable Marketing: Linking Marketing Actions to Financial Performance. Published by the Marketing Accountability Standards Board, this volume collects the work of leading marketing, finance and accounting professionals and academics on marketing accountability and financial reporting. It represents the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm. Specifically, David’s webinar discussion will include the measurement of brand investment, the short- and long-term effects of marketing actions, and an approach to linking marketing activities to financial performance.
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