Jump to content

User:Smk50/sandbox

From Wikipedia, the free encyclopedia
< User:Smk50

This is an old revision of this page, as edited by Smk50 (talk | contribs) at 15:47, 1 August 2011. The present address (URL) is a permanent link to this revision, which may differ significantly from the current revision.

Marketing Science Institute

Founded in 1961, the Marketing Science Institute (MSI) is a corporate-membership-based organization dedicated to bridging the gap between marketing theory and business practice. Leading researchers from universities worldwide participate in MSI research programs.

As a nonprofit institution, MSI financially supports academic research for the development—and practical translation—of marketing knowledge on topics of importance to business performance. Issues of key importance are identified by the Board of Trustees, which represents MSI corporations and the academic community. MSI supports studies by academics on these issues and disseminates the results through conferences and workshops, as well as through its publications series.

MSI headquarters are located in Cambridge, Massachusetts. The primary governing body of MSI is the Board of Trustees. MSI Executive Directors oversee the quality and content of MSI-sponsored research.

History

In 1961, Scott Paper Company President Thomas B. McCabe founded the “Institute for Science in Marketing” with input from leading thinkers John Howard, Albert Wesley Frey, and Wroe Alderson. Twenty-nine companies responded to his membership appeal, establishing MSI as a nonprofit organization that would “contribute to the emergence of a definitive science of marketing” and “stimulate increased application of scientific techniques to the understand and solving or current marketing problems.” Offices were established in Philadelphia near the University of Pennsylvania’s Wharton School, and Wendell Smith became its first president.[1]

MSI's founding coincided with a period of booming growth in the U.S. marketing systems, fueled by pent-up demand from war years restrictions on production of consumer goods, and an explosion in population growth. [2]Key marketing concepts, such as the “4 Ps” (product, price, place, promotion) of marketing were introduced. Management science theory, methods, and tools were infused into marketing, and consumer behavior emerged as an area of study within marketing. By 1964, Projects underway in six study areas: marketing structure, marketing management, international marketing, marketing theory, marketing education, and marketing methodology [3]

In its first decade, MSI supported the development of new tools for marketers, such as multidimensional scaling, stochastic modeling, causal modeling, and decision calculus marketing. It also provided the foundation for advances in new product development. In 1968, MSI moved to Cambridge and began a 15-year association with the Harvard Business School.

In the early 1970s, MSI launched and managed the Profit Impact of Marketing Strategy project which, in conjunction with General Electric, created and analyzed a cross-sectional database that described marketing strategies and profitability across hundreds of business units. The results, widely reported, demonstrated the value of a scientific approach to marketing. The impact of marketing activities on firm performance (termed marketing ROI, marketing accountability, and return on marketing investment) has continued to be an area of MSI research interest.

In the late 1970s and early 1980s, MSI assembled teams to shape policy at the Federal Trade Commission and the U.S. Department of Agriculture. MSI also played an important role in introducing qualitative consumer research methods, including the Consumer Odyssey, a summer-long road trip that laid the foundation for the field of consumer ethnography. More recently, MSI has turned its attention to understanding how theory and methods from neuroscience can be used to understand consumer thinking and behavior.

and launched ground-breaking research programs in industrial salesforce management and consumer services marketing.

By the 1980s, services had become an important source of growth and profitability for many firms. The role of marketing in strategic planning received increased attention. MSI research introduced key concepts such as market orientation and marketing capabilities.

The conceptualization and measurement of brand equity originated in MSI-sponsored research in the early 1990s.

Current Research

Technology advances and a culture informed by social media such as Facebook, twitter, and blogs are disrupting the decades-old pattern of marketing strategy and vocabulary. Web-based and mobile technologies have transformed marketing's role as the , and companies are redefining the role of marketing in achieving sustainable growth. In the past decade, MSI has fostered research on the implications of new media, channels, and platforms--including social media, mobile, and consumer-to-consumer interactions--for managing cusotmer relationships, mrketing communications, and branding. emergence of user-generated content have . To understand how new, evolving, and converging technologies provide value to customers and lead to long-term shifts in shpping and consumption behaviors. User-generated content (UGC) is one of the fastest-growing media forms. Whether arising as a homemade video, blog postings, or customer-supplied reviews and ratings, users are participating in the content-production process to a far greater extent than almost anyone could have imagined a few years ago.

what is the role of traditional advertising vehicles (TV, print) in this new landscape? What conceptual frameworks from other disciplines--behaviorial economics, neuroscience, anthropology, network analysis, psychology, history--enhance traditonal methods of understanding consumer behavior? [4]

Executive Directors Council

Ruth N. Bolton, Marketing Science Institute

George S. Day, University of Pennsylvania

Rohit Deshpandé, Harvard Business School

John U. Farley, Dartmouth College

Stephen A. Greyser,Harvard Business School

Dominique Hanssens, UCLA

Donald R. Lehmann, Columbia University

Leigh McAlister, University of Texas at Austin

David B. Montgomery, Stanford University

David J. Reibstein, University of Pennsylvania

Richard Staelin, Duke University

Louis W. Stern, Northwestern University

Frederick E. Webster, Jr., Dartmouth College

Russell S. Winer, New York University

References

  1. ^ Bloom, Paul (1987). Knowledge Development in Marketing: The MSI Experience. D.C. Heath and Company. ISBN 0-669-12581-4.
  2. ^ Wilkie, William L. (2003). ""Scholarly Research in Marketing: Exploring the "4 Eras" of Thought Development". Journal of Public Policy & Marketing. 22 (2): 116–146. {{cite journal}}: Unknown parameter |coauthors= ignored (|author= suggested) (help); Unknown parameter |month= ignored (help)
  3. ^ Bolton, Ruth (2011). ""MSI 50: Years Ahead"". Marketing Management: 44–47. {{cite journal}}: Unknown parameter |month= ignored (help)
  4. ^ Marketing Science Institute (2010). 2010-12 Research Priorities. Cambridge, Mass.: Marketing Science Institute.

[1][2][3].[4][5]

  1. ^ Bolton, Ruth (2011). ""MSI 50: Years Ahead"". Marketing Management: 44–47. {{cite journal}}: Unknown parameter |month= ignored (help)
  2. ^ Bloom, Paul (1987). Knowledge Development in Marketing: The MSI Experience. D.C. Heath and Company. ISBN 0-669-12581-4.
  3. ^ Wilkie, William L. (2003). ""Scholarly Research in Marketing: Exploring the "4 Eras" of Thought Development". Journal of Public Policy & Marketing. 22 (2): 116–146. {{cite journal}}: Unknown parameter |coauthors= ignored (|author= suggested) (help); Unknown parameter |month= ignored (help)
  4. ^ ""About MSI"". Marketing Science Institute. Retrieved 2011-07-28.
  5. ^ ""MSI Community and Staff"". Marketing Science Institute. Retrieved 2011-07-28.
Retrieved from "https://en.wikipedia.org/enwiki/w/index.php?title=User:Smk50/sandbox&oldid=442525418"