Consumer Insights: Findings from Behavioral ResearchNov 01, 2011
Collects findings on 42 consumer behavior topics related to information search, pricing, advertising, brand effects, inference, attitudes and persuasion, decision making and purchase, social and group effects, vulnerable consumers, and health and well-being; includes behavioral insight(s), evidence base, managerial implications, and references.
Shopper MarketingApr 01, 2011
Provides a framework for understanding a new paradigm of customer purchase behavior. Defines shopper marketing, and offers research insights about shopper behavior, industry practices, and implications for manufacturers and retailers. Concludes with a discussion of important trends and research questions. Part of MSI's Relevant Knowledge Series.
Innovation Diffusion and New Product GrowthDec 01, 2009
Develops a framework for understanding how diffusion occurs in today’s markets. Reviews classic and more recent diffusion models, and investigates the mechanisms that underlie new product growth—with particular attention to current market trends such as information proliferation, globalization, competition, social networks, and growth in service markets.
Relationship MarketingApr 01, 2008
Explores the theoretical underpinnings of relationship marketing, and offers insight into important managerial issues: understanding the financial impact of relationship marketing, building and maintaining strong relationships, targeting and adapting relationship marketing strategies, and improving performance through best practices. Outlines future research directions and topics. Part of MSI’s Relevant Knowledge Series
Social Networks and MarketingMar 01, 2007
Explores the business trends that are prompting managers to look into social network analysis, offers a conceptual "toolkit" of social network concepts, investigates "social capital"—the concept that particular positions in networks can confer particular benefits, and reviews research on consumer, intra-organizational, and inter-organizational networks. Part of MSI's Relevant Knowledge Series.