NIM Marketing Intelligence Review

2009 - 2025

Current editor(s): Christine Kittinger-Rosanelli

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Editorial pp. 3-3: Germann Frank
Beyond the 4Ps: How Marketing Can Influence Strategy in a Changing Landscape pp. 10-17: Germann Frank
From Influence to Ownership: Designing a Better CMO Role to Boost Growth Outcomes pp. 18-23: Whitler Kimberly A. and Sands Frank M.
Aspirations in Marketing? Pick the Right Company! pp. 24-29: McAlister Leigh
(Re)Claiming Marketing's Strategic Role: Get the Board on Board! pp. 30-35: Ebbes Peter
The AI-Enabled Marketer: Reclaiming Strategic Influence in the Age of AI pp. 36-41: Hartman Kevin
Marketing Excellence: The Organic Growth Playbook for the Digital Age pp. 42-47: Hohenberg Sebastian
Marketing as a Silo-Breaker: How to Turn Organizational Constraints into Opportunities for Strategic Influence pp. 48-53: Buder Fabian, Di Napoli Stefano and Gasser Florian
Driven by Marketing: Thriving for Over 300 Years pp. 54-59: Nolet Carolus

Editorial: Influencer Marketing and the Creator Economy pp. 3-3: Drenten Jenna
Influencer Marketing: How to Be Successful in the Age of Chronically Online Consumers pp. 10-17: Drenten Jenna
The Next Age of Retailing: Learning from Influencers’ Strategies pp. 18-23: Rosengren Sara, Campbell Colin and Rapp Farrell Justine
Unwanted Social Media Comments? The Tricky Business of Managing Online Hostility in Influencer Marketing pp. 24-29: Daniels Michelle and Wu Freeman
When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships pp. 30-35: Mardon Rebecca, Cocker Hayley and Daunt Kate
Optimizing Influencer Mix Strategies for Livestream Commerce: Insights from China pp. 36-41: Gu Xian, Zhang Xiaoxi and Kannan P. K.
When the Product Is You: The (Not So) Glamorous Life of an Influencer pp. 42-47: Duffy Brooke Erin
Designing Influence: How Cartoonish and Humanlike Characters Shape Consumer Decisions pp. 48-53: Kaiser Carolin, Manewitsch Vladimir and Schallner Rene
Behind the Screens: How to Build Impactful Influencer Campaigns that #breaktheInternet Interview with Molly Tullis, Associate Director of Social Strategy pp. 54-59: Drenten Jenna and Tullis Molly

Editorial pp. 3-3: Hagiu Andrei and Zhou Bobby
Transforming Products into Platforms: Unearthing New Avenues for Business Innovation pp. 10-17: Hagiu Andrei and Zhou Bobby
Stepping Up Your Brand Game in the Platform Age: How to Build a Commoditization SHIELD pp. 18-23: Bhargava Hemant K., Krämer Jan and Kishore Abhinav
Chinese and US Digital Platforms: Exploring Key Differences in Strategies pp. 24-29: Zhang Xiaoquan (Michael)
Big Tech Platforms: What Are the Limits to “Big Brother” Surveillance and Influence? pp. 30-35: Gawer Annabelle
Mastering the Digital Regulatory Maze: Strategies for Marketing Success in a Complex Landscape pp. 36-39: Sokol Daniel
Web3 and the Future of the Digital Platform Economy: The Tricky Business of Finding the “Just Right” Level of Decentralization pp. 40-45: Halaburda Hanna and Obermeier Daniel
Responsible Platforms: Aiming for Social Value Rather than Scale pp. 46-51: Eckhardt Giana, Atanasova Aleksandrina, Laamanen Mikko and Kittinger-Rosanelli Christine

Editorial pp. 3-3: Heitmann Mark
Generative AI for Marketing Content Creation: New Rules for an Old Game pp. 10-17: Heitmann Mark
Beyond Prompt Engineering: Skills Marketers Need to Deploy Generative AI Successfully pp. 18-23: Acar Oguz A.
Moving Beyond ChatGPT: Applying Large Language Models in Marketing Contexts pp. 24-29: Schweidel David A., Reisenbichler Martin and Reutterer Thomas
From Mundane to Creative: How AI Unburdens Sales Agents pp. 30-35: Luo Xueming, Jia Nan, Fang Zheng and Liao Chengcheng
Double Impact: Harnessing Generative and Evaluative AIs for Effective Marketing Decisions pp. 36-41: Scheier Christian and Held Dirk
Bye-bye Bias: What to Consider When Training Generative AI Models on Subjective Marketing Metrics pp. 42-48: Schamp Christina, Hartmann Jochen and Herhausen Dennis
Beyond the Buzz: Creating Marketing Value with Generative AI pp. 50-55: Buder Fabian, Hesel Nina and Dietrich Holger
One-Stop Campaigns: How Generative AI Is Transforming Digital Advertising: Interview with Adam Singolda, Founder and CEO of Taboola pp. 56-61: Heitmann Mark and Singolda Adam

Editorial: Virtual Consumer Experiences pp. 3-3: Pfeiffer Jella
From E-Commerce to Virtual Commerce: The Exciting Opportunities of Virtual Shopping pp. 10-17: Pfeiffer Jella
In Search of a Head Start: Marketing Opportunities in the Metaverse pp. 18-23: Dwivedi Yogesh K. and Hughes Laurie
Boosting Brands with Augmented Reality: Why and When it Works pp. 24-29: Rauschnabel Philipp A.
Closing the Customer Imagination Gap with Augmented and Virtual Reality pp. 30-35: Hilken Tim, Heller Jonas and Mahr Dominik
The Homunculus in the Metaverse: Is Virtual Reality Prepared for Our SevenSenses? pp. 36-41: Pfeiffer Thies
Neuroscience Goes Virtual: How to Measure Consumers‘ Responses in Extended Realities pp. 42-47: Bigné Enrique
Eye Contact Matters for Consumer Trust – Even with Robots pp. 48-53: Kaiser Carolin, Schallner René and Manewitsch Vladimir
Diving into a New Reality: How Immersive Experiences along the Customer Journey Succeed: Interview with Julian Weiss, CEO and founder of headraft pp. 54-59: Pfeiffer Jella and Weiss Julian

Editorial: Marketing Dashboards - The Next Generation pp. 3-3: Reibstein Dave and Pauwels Koen
The Modern Marketing Dashboard: Back to the Future pp. 10-17: Pauwels Koen and Reibstein David J.
Metrics for Marketing Decisions: Drivers and Implications for Performance pp. 18-23: Mintz Ofer
Finding the Right Metrics to Manage Multi-Channel Distribution pp. 24-31: Ailawadi Kusum L. and Farris Paul W.
The What, Why and How of ESG Dashboards pp. 32-39: Bhattacharya Cb and Zaman Mostafa
Compensation-Related Metrics and Marketing Myopia pp. 40-44: Artz Martin and Mizik Natalie
Monitoring Marketing Sources of Brand Reputation Risk pp. 46-53: Fournier Susan and Srinivasan Shuba
Brand Purpose and Brand Success pp. 54-59: Zürn Michael, Buder Fabian and Unfried Matthias
Dashboards: From Performance Art to Decision Support pp. 60-63: Reibstein David, Hoyne Neil and Pauwels Koen