Current Research
In the past decade, web-based and mobile technologies have radically altered marketing's role. Current MSI research addresses marketing questions emerging in a culture informed by social media and user-generated content: How can marketing develop compelling value propositions that leverage new technologies? What is the role of traditional advertising vehicles (TV, print) in this new landscape? How should marketers manage brands in a transformed landscape? What conceptual frameworks from other disciplines—behavioral economics, neuroscience, anthropology, network analysis, psychology, history—enhance traditional methods of understanding consumer behavior?
Over time, changes in topics of key marketing importance have been evolutionary. Likewise, MSI's 2010-12 research priorities, while they are framed by the challenges of this transformed landscape, continue to align with marketing concerns articulated over five decades: using market information, understanding customers, developing marketing capabilities, innovation, marketing metrics, brand and product management, allocating marketing resources, and leveraging research tools and data.
Read more about this topic: Marketing Science Institute
Famous quotes containing the words current and/or research:
“I have come to believe ... that the stage may do more than teach, that much of our current moral instruction will not endure the test of being cast into a lifelike mold, and when presented in dramatic form will reveal itself as platitudinous and effete. That which may have sounded like righteous teaching when it was remote and wordy will be challenged afresh when it is obliged to simulate life itself.”
—Jane Addams (1860–1935)
“The great question that has never been answered, and which I have not yet been able to answer, despite my thirty years of research into the feminine soul, is “What does a woman want?””
—Sigmund Freud (1856–1939)