Tapping overlooked marketing data to drive business growth

Researchers from University of Houston, Columbia University, Emory University, and University of Connecticut published a new paper in the Journal of Marketing that reviews factors that contribute to the disconnect between the data companies create and the productive use of that data. The study, forthcoming in the the Journal of Marketing, is titled “Capturing Marketing […]

How to maximize the potential of marketing agility

Researchers from University of South Carolina, Singapore Management University, George Mason University, National University of Singapore, and University of Illinois – Chicago published a new paper in the Journal of Marketing that combines the academic research and field interviews with managers to explicate the concept of marketing agility. The study, forthcoming in the Journal of […]