Journal of Marketing-MSI Special Issue
From Marketing Priorities to Research Agendas, the JM Special issue with is freely available, with commentaries
POSTING TYPE: Calls: Journals
Author: Christine Moorman
Journal of Marketing-MSI Special Issue: “From Marketing Priorities to Research Agendas”
What are the highest-impact topics for research in the marketing field? What do practitioners say they want to learn more about? What do scholars believe are the questions on which progress is most likely to be made?
Every two years the Marketing Science Institute (MSI) asks these questions of its corporate members and reports the answers as its priorities. This year, there is something new. A group of mid-career marketing academics wrote articles for peer review for the Journal of Marketing that expand on the MSI Priorities. Marketing leaders from companies and other academics were invited to read and comment on the scholars’ work. The result, we hope, will offer important insights to the field and provoke a stream of rigorous and useful research.
All the articles and commentaries are below and on the Special Issue page.
John A. Deighton, Carl F. Mela, and Christine Moorman
“Inefficiencies in Digital Advertising Markets”
Brett R. Gordon, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin, and Kenneth C. Wilbur
- Commentary: “Half My Digital Advertising Is Wasted….” Marc Pritchard, Procter & Gamble
- Commentary: “Inefficiencies in Digital Advertising Markets: Evidence from the Field” Jonathan Porter, the Competition and Markets Authority in the United Kingdom
Kartik Kalaignanam, Kapil R. Tuli, Tarun Kushwaha, Leonard Lee, and David Gal
- Commentary: “Trajectories and Twists: Perspectives on Marketing Agility from Emerging Markets” Nick Hughes, 4RDigital and Rajesh Chandy, London Business School
- Commentary: “The Future of Marketing Is Agile” Ann Lewnes, Adobe
Ryan Hamilton, Rosellina Ferraro, Kelly L. Haws, and Anirban Mukhopadhyay
- Commentary: “The Case for a Healthier Social Customer Journey” Pamela Forbus, Pernod Ricard
- Commentary: “Toward Formalizing Social Influence Structures in Business-to-Business Customer Journeys” Rajdeep Grewal, UNC-Chapel Hill, and Shrihari Sridhar, Texas A&M
Tony Haitao Cui, Anindya Ghose, Hanna Halaburda, Raghuram Iyengar, Koen Pauwels, S. Sriram, Catherine Tucker, and Sriraman Venkataraman
- Commentary: “Omnichannel from a Manufacturer’s Perspective” Kusum Ailawadi, Dartmouth College
- Commentary: “Governing Technology-Enabled Omnichannel Transactions” George John, University of Minnesota, and Lisa K. Scheer, University of Missouri
Stefano Puntoni, Rebecca Walker Reczek, Markus Giesler, and Simona Botti
- Commentary: “How AI Shapes Consumer Experiences and Expectations” Kenneth Cukier, The Economist
- Commentary: “Artificial Intelligence: The Marketer’s Dilemma” Robert V. Kozinets and Ulrike Gretzel, University of Southern California
- Commentary: “The Ethical Use of Powerful Words and Persuasive Machines” Judith Donath, Harvard University
Rex Yuxing Du, Oded Netzer, David A. Schweidel, and Debanjan Mitra
- Commentary: “A Strategic Perspective on Capturing Marketing Information to Fuel Growth: Challenges and Future Research” Neil A. Morgan, Indiana University, and Robert S. Lurie, Eastman Chemical Company
- Commentary: “Beyond Data: The Mindsets and Disciplines Needed to Fuel Growth” Jason Wild, Salesforce
Carey K. Morewedge, Ashwani Monga, Robert W. Palmatier, Suzanne B. Shu, and Deborah A. Small
- Commentary: “Managing Human Experience as a Core Marketing Capability” Scott Lieberman, KPMG
- Commentary: “Music’s Digital Dance: Singing and Swinging from Product to Service” Jim Griffin, OneHouse
The editors of the Special Issue, John Deighton, Carl Mela, and Christine Moorman, will host sessions at the 2021 AMA Winter Academic Conference February 17–19 in which the authors will present, and the commentators will share their views. Sign up for the conference today.