What is the current state of research in this particular sub-area? What are the major themes that researchers are finding in this area and what specifically do they recommend to explore further?

The following are the six major research priorities of the Marketing Science Institute:

1. Delivering Customer Value

2. The Evolving tech of Martech and Advertising

3. Tools for capturing information to fuel growth

4. The rise of Omnichannel promotion and distribution

5. Organizing for Marketing Agility

6. Innovation NPD and Commercialization

Review Research Priorities 2020 — 2022 https://www.msi.org/wp-content/uploads/2020/06/MSI_RP20-22.pdf.
Choose one of the subtopics (listed as 1.1., 1.2 or 2.1 2.2 etc…), and answer the following questions:

“What is the current state of research in this particular sub-area? What are the major themes that researchers are finding in this area and what specifically do they recommend to explore further?”

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