Scholars@Duke
John M. McCann

John M. McCann

Professor Emeritus
Fuqua School of Business
mccann@duke.edu
Box 90120, Durham, NC 27708-0120
A109 Fuqua Sch of Bus, Durham, NC 27708

Selected Publications

Confidence interval for the total advertising impact and its mean duration under Koyck models

Journal Article Journal of the Academy of Marketing Science · September 1, 1991 The estimates of total advertising impact and of its mean duration in distributed lag models are important in budgeting and planning decisions. The typical approach to assessing the short and long term impact of advertising is to perform a sequential test, ... Full text Cite

Expert systems in marketing

Journal Article International Journal of Research in Marketing · January 1, 1991 Full text Cite

The Brand Manager's Assistant: A knowledge-based system approach to brand management

Journal Article International Journal of Research in Marketing · January 1, 1991 This paper describes the conceptualization and prototyping of the Brand Manager's Assistant, a knowledge-based system approach to the brand management function. A view of brand management is presented, followed by a conceptual framework for building market ... Full text Cite

Knowledge Systems in Merchandising: Advertising Design

Journal Article Journal of Retailing · 1990 Cite

Reply to “When Does Lag Structure Really Matter … Indeed?”

Journal Article Management Science · July 1988 Bultez and Naert (Bultez, A. V., P. A. Naert. 1988. When does lag structure really matter … indeed? Management Sci. 34(July).) provide an analytical example and several simulations that show profits to be more sensitive to advertising lag structur ... Full text Cite

Forecasting the Impact of Socioeconomic and Demographic Change on Product Demand

Journal Article Journal of Marketing Research · November 1985 Full text Cite

Armed services recruiting research: Issues, findings, and needs

Journal Article Naval Research Logistics Quarterly · December 1983 Full text Cite

Marketing Decision Models

Journal Article Journal of Marketing Research · November 1983 Full text Cite

Estimating the Confidence Interval for the Optimal Marketing Mix: An Application to Lead Generation

Journal Article Marketing Science · 1983 The Dorfman-Steiner Theorem has provided the marketing community with a powerful result for allocating resources between competing marketing mix variables. It is well known that the optimal allocation of resources is in direct proportion to their demand el ... Cite

The Extent to Which Inferential Beliefs Affect Product Evaluations

Journal Article Journal of Marketing Research · 1982 Cite

Evaluating and Improving Resource Allocation for Navy Recruiting

Journal Article Management Science · December 1980 The recruitment of enlisted men and officers under the All-Volunteer Force concept costs approximately $620 million per year; of this amount approximately $100 million are in advertising expenditures. However, recently Congress and the General Acc ... Full text Cite

A Regression Model for Market Segmentation Studies

Journal Article Journal of Marketing Research · August 1980 Full text Cite

Assessing Communication Effects on Energy Conservation

Journal Article Journal of Consumer Research · September 1978 Full text Cite

Item Nonresponse in Mail Surveys: Extent and Correlates

Journal Article Journal of Marketing Research · 1978 Cite

The Impact of Persuasive Communications on Energy Conservation

Journal Article Energy Systems and Policy · 1978 Cite

CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION; A REPLY

Journal Article Decision Sciences · January 1977 ABSTRACTIn a recent paper, Houston and Weiss applied a non‐linear estimation procedure to a serial correlation model of advertising effect. Although the methodology is interesting, their conclusions, based on the annual Lyd ... Full text Cite

Modeling and Testing Dynamic Multivariate Decision Processes

Journal Article Organizational behavior and human performance · 1974 Cite

Confidence interval for the total advertising impact and its mean duration under Koyck models

Journal Article Journal of the Academy of Marketing Science · September 1, 1991 The estimates of total advertising impact and of its mean duration in distributed lag models are important in budgeting and planning decisions. The typical approach to assessing the short and long term impact of advertising is to perform a sequential test, ... Full text Cite

Expert systems in marketing

Journal Article International Journal of Research in Marketing · January 1, 1991 Full text Cite

The Brand Manager's Assistant: A knowledge-based system approach to brand management

Journal Article International Journal of Research in Marketing · January 1, 1991 This paper describes the conceptualization and prototyping of the Brand Manager's Assistant, a knowledge-based system approach to the brand management function. A view of brand management is presented, followed by a conceptual framework for building market ... Full text Cite

Knowledge Systems in Merchandising: Advertising Design

Journal Article Journal of Retailing · 1990 Cite

Reply to “When Does Lag Structure Really Matter … Indeed?”

Journal Article Management Science · July 1988 Bultez and Naert (Bultez, A. V., P. A. Naert. 1988. When does lag structure really matter … indeed? Management Sci. 34(July).) provide an analytical example and several simulations that show profits to be more sensitive to advertising lag structur ... Full text Cite

Forecasting the Impact of Socioeconomic and Demographic Change on Product Demand

Journal Article Journal of Marketing Research · November 1985 Full text Cite

Armed services recruiting research: Issues, findings, and needs

Journal Article Naval Research Logistics Quarterly · December 1983 Full text Cite

Marketing Decision Models

Journal Article Journal of Marketing Research · November 1983 Full text Cite

Estimating the Confidence Interval for the Optimal Marketing Mix: An Application to Lead Generation

Journal Article Marketing Science · 1983 The Dorfman-Steiner Theorem has provided the marketing community with a powerful result for allocating resources between competing marketing mix variables. It is well known that the optimal allocation of resources is in direct proportion to their demand el ... Cite

The Extent to Which Inferential Beliefs Affect Product Evaluations

Journal Article Journal of Marketing Research · 1982 Cite

Evaluating and Improving Resource Allocation for Navy Recruiting

Journal Article Management Science · December 1980 The recruitment of enlisted men and officers under the All-Volunteer Force concept costs approximately $620 million per year; of this amount approximately $100 million are in advertising expenditures. However, recently Congress and the General Acc ... Full text Cite

A Regression Model for Market Segmentation Studies

Journal Article Journal of Marketing Research · August 1980 Full text Cite

Assessing Communication Effects on Energy Conservation

Journal Article Journal of Consumer Research · September 1978 Full text Cite

Item Nonresponse in Mail Surveys: Extent and Correlates

Journal Article Journal of Marketing Research · 1978 Cite

The Impact of Persuasive Communications on Energy Conservation

Journal Article Energy Systems and Policy · 1978 Cite

CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION; A REPLY

Journal Article Decision Sciences · January 1977 ABSTRACTIn a recent paper, Houston and Weiss applied a non‐linear estimation procedure to a serial correlation model of advertising effect. Although the methodology is interesting, their conclusions, based on the annual Lyd ... Full text Cite

Modeling and Testing Dynamic Multivariate Decision Processes

Journal Article Organizational behavior and human performance · 1974 Cite

Consumers Without a Direct Economic Incentive to Conserve Energy

Journal Article Journal of Environmental Systems Full text Cite