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- Title
Introducing Marketing Science Institute Research Priorities to Marketing Science.
- Authors
Desai, Preyas S.
- Abstract
The article presents the Research Priorities of the Marketing Science Institute (MSI) for 2012-2014, together with an introduction which highlights their importance to the journal. It comments on priorities for the MSI, including insight into the role of people as consumers, accounting for consumer experiences instead of products, and the impact of mobile platforms on how people live their lives. It also talks about trust in social networks and between people and their institutions, MSI priorities process over time, and marketing organizations and capabilities.
- Subjects
MARKETING Science Institute Inc.; CONSUMER research; CONSUMER behavior; SOCIAL networks; TRUST; RELATIONSHIP marketing; WIRELESS communications; ORGANIZATIONAL effectiveness
- Publication
Marketing Science, 2012, Vol 31, Issue 6, p873
- ISSN
0732-2399
- Publication type
Article
- DOI
10.1287/mksc.1120.0747