NIM Marketing Intelligence Review

2009 - 2026

Current editor(s): Christine Kittinger-Rosanelli

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Editorial pp. 3-3: Haenlein Michael
Editorial pp. 3-3: White Katherine
The New Sustainability: From Signaling to Substance pp. 10-17: White Katherine
From Good Intentions to Real Impact: How to Design a Circular Business That Makes a Difference pp. 18-23: Winterich Karen Page
Why Sustainability Polarizes: And How to Bridge the Divide pp. 24-29: Cakanlar Aylin
When Crisis Hits: How We Can Leverage Communities to Mobilize Responsible Action pp. 30-35: Claudy Marius, Prothero Andrea and Keating Andrew
Pricing Sustainability Without Backlash: Why One Line on the Receipt Can Make or Break Consumer Trust pp. 36-41: Goenka Shreyans
Powered by Green: How Renewable Energy Shapes Health Perceptions pp. 42-47: Paul Iman, Mohanty Smaraki and Parker Jeffrey R.
Repurposing the Hangtag: Turning Sustainability into Sales in Fashion Retailing pp. 48-53: Brand Benedikt M. and Unfried Matthias

To Boldly Go Where No Research Has Gone Before: AI in Marketing Intelligence pp. 10-17: Haenlein Michael
A New Frontier of Understanding: Where Generative AI Adds Real Value in Consumer Research pp. 17-23: Hewett Kelly and Yoo Kiwoong
Your Next Respondent Might Be an LLM: Guidelines for Using Silicon Samples in Marketing Research pp. 24-29: Sarstedt Marko, Adler Susanne J., Rau Lea and Schmitt Bernd
New Tools, New Roles: A Manager’s Guide to Harnessing Generative AI for Marketing Insight pp. 30-35: Netzer Oded, Blanchard Simon J., Duani Nofar, Garvey Aaron M. and Oh Travis Tae
Human-AI Hybrids: The New Power in Marketing Research pp. 36-41: Arora Neeraj, Chakraborty Ishita and Nishimura Yohei
Smarter Idea Selection: Turning Idea Overload into Innovation Advantage pp. 42-47: Jason Bell J., Pescher Christian, Tellis Gerard J. and Füller Johann
Leaving Insight to Digital Twins? Promise, Progress and Limits of Synthetic Respondents pp. 48-53: Carolin Kaiser, Jakob Kaiser, Schallner Rene, Vladimir Manewitsch and Rau Lea

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.
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: Fabian Buder, 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: Carolin Kaiser, Vladimir Manewitsch 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: Fabian Buder, Nina Hesel 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