Join us in bridging the gap between scientific research and real-world marketing practice.
AMS Sparks transforms marketing research into actionable marketing insight. Every month, we select an article from an AMS journal and distill its essential findings and implications. Our goal is to equip marketing professionals with cutting-edge know-how to enlighten their marketing strategy and tactics and enhance their understanding of today’s constantly evolving marketing and customer dynamics.
The Latest Sparks
When Discounts Backfire: What B2B Marketers Need to Know About Multichannel Spillover
Why Step-by-Step Product Demos Drive More Sales
Boost Your Sales: The Power of Short-Asking with Long-Encouraging (SALE)
Why B2B Sales Is Still Struggling to Attract Women—And What We Can Do About It
New findings reveal how job design and communication norms are limiting who sees themselves in sales.
Navigating the Unexpected: How Sales Teams Can Thrive During System Shocks
Learn how to navigate sudden, seismic shifts in the business landscape with strategies like proactive planning, strengthening relationships, and adapting sales methods to meet new challenges.
Breaking Down Customer Journey Management Capabilities
Explore the latest research by Christian Homburg and Moritz Tischer on how effective management of customer journeys in B2B markets can drive firm performance.
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