Will the technology of the future change the tools, methods and techniques we use today in market research?
Read MoreThe author of this MSI paper proposes a new approach for measuring “financial brand equity” – one that is consistent with the FASB (Financial Accounting Standards Board) guidelines for treatment of intangible assets.
Read MoreBrand equity metrics can be useful in summarizing a brand’s continuing prosperity and value to the brand owner, its customers, and other stakeholders. But there is more to brand equity than “balance sheet” value, requiring marketers to use varying methods to calculate its contributions.
Read MoreFind out why five leading academics think the marketing community may be close to finally being able to show how marketing expenditures add to shareholder value.
Read MoreNew research from MSI suggests that shrewd, consistent marketing spending can increase a company?s market value.
Read MoreDiscover ways to improve this year's budgeting process — and the importance of building an element of systematic testing into the marketing program to provide guidance for future planning. By Roderick White (Admap)
Read MoreA study of how the timing and tone of a movie review affect the decisions of moviegoers, and how this analysis can apply to other industries where critical influences affect the success of product introductions.
Read MoreStill trying to solve that mystery of B2B customer profitability? New research tries to analyze the links between how clients are treated and the profits they turn over.
Read MoreRepeated failure is highly correlated with success in new products — at least when the failures are constructive and receive the appropriate post-mortem analysis. See how productive failures can be.
Read MoreFind out how two academics proved that relationship management programs deserve resource allocation, and not just for the customer equity they create.
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