Marketing Academics Weekly: 6 October 2016

Stock Returns on Customer Satisfaction Do Beat the Market: Gauging the Effect of a Marketing Intangible
-By: Claes Fornell, Forrest V. Morgeson III, & G. Tomas M. Hult
Using 15 years of audited returns regulated by the U.S. Securities and Exchange Commission (SEC), this study finds finds evidence that stock returns on customer satisfaction do beat the market, with the cumulative returns at 518% (2000–2014) compared with a 31% increase for S&P 500 firms.
Related content: Making Research in Business Have More Impact: A Relational Engagement Approach

Binge Watching and Advertising
-By: David A. Schweidel & Wendy W. Moe
Using data from a popular streaming video platform, this research investigates binge-watching behavior and finds that it adversely affects advertising responsiveness.
Related content: 2016 Green Award: A Bounded Rationality Model of Information Search and Choice Preference Measurement

Getting Started with the AMA’s Professional Certified Marketer (PCM®)
-By: Matt Weingarden
The AMA PCM certification is a career-long commitment that demonstrates to current and potential employers, peers and clients that you have mastered core marketing knowledge and principles. Unlike certificate programs offered by colleges, universities and training centers, the AMA PCM is not intended to teach new information but, rather, to measure an individual’s knowledge and application of the skills needed for professional practice.
Related content: Also Learn About AMA’s Digital Marketing eLearning Certificate Course.

Amp Up Your Content Marketing
-By: Matt Weingarden
Save the date for our October 19th virtual event on Content Marketing featuring Keynote Speakers Joe Pulizzi and Jonah Berger! Joe Pulizzi is founder of Content Marketing Institute, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and author of the recent New York Times and Wall Street Journal bestseller Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior.
Related content: 2016 Valuing Diversity Scholarship Winners and New Faculty Research Grant Recipients

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