Journal ArticleMarketing Science · January 1, 2013
This paper considers the history of keywords used in Marketing Science to develop insights on the evolution of marketing science. Several findings emerge. First, "pricing" and "game theory" are the most ubiquitous words. More generally, the three C's and f ...
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Journal ArticleJournal of Marketing Research · October 2010
Few studies have considered the relative role of the integrated marketing mix (advertising, price promotion, product, and place) on the long-term performance of mature brands, instead emphasizing advertising and price promotion. Thus, little guida ...
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Journal ArticleJournal of Marketing Research · February 1, 2008
The authors develop a model of customer channel migration and apply it to a retailer that markets over the Web and through catalogs. The model identifies the key phenomena required to analyze customer migration, shows how these phenomena can be modeled, an ...
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Journal ArticleJournal of Marketing Research · February 1, 2007
Using data from 50 U.S. markets, Bronnenberg, Dhar, and Dubé (2007) observe that geographic variation is the predominant source of variation in national brand market shares. The authors of this comment extend this surprising and previously undocumented res ...
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Journal ArticleJournal of Marketing Research · August 2006
Retail pricing data combine multiple decisions (e.g., regular pricing and discounting) that are possibly made by multiple decision makers (e.g., retailers and manufacturers). For example, temporary price reductions (high-frequency price changes) c ...
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Journal ArticleMarketing Science · May 2005
We argue that standardized information disclosure (information using a common format and uniform metrics) creates asymmetric opportunities for firms, which affects their strategies and survival. We test our predictions using a longitudinal, quasi- ...
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Journal ArticleMarketing Science · November 2004
This paper proposes a descriptive model of the spatial and temporal evolution of retail distribution for new packaged goods. The distribution model postulates separate processes for local market entry by manufacturers, and adoption by retailers gi ...
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Journal ArticleJournal of Marketing Research · May 2004
Product innovation is endemic among consumer packaged goods firms and is an integral component of their marketing strategy. As innovations affect markets, there is a pressing need to develop market response models that can adapt to such changes. T ...
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Journal ArticleJournal of Marketing Research · January 1, 2003
Customized communications have the potential to reduce information overload and aid customer decisions, and the highly relevant products that result from customization can form the cornerstone of enduring customer relationships. In spite of such potential ...
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Journal ArticleMarketing Letters · December 1, 2002
The authors discuss research progress and future opportunities for modeling consumer choice on the Internet using clickstream data (the electronic records of Internet usage recorded by company web servers and syndicated data services). The authors compare ...
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Journal ArticleMarketing Science · August 1999
Baseline sales measure what retail sales would be in the absence of a promotion (Abraham and Lodish 1993), and models that measure baseline sales are widely used by managers to assess the profitability of promotions (Bucklin and Gupta 1999–this is ...
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Journal ArticleMarketing Science · February 1999
In recent years, manufacturers have become increasingly disposed toward the use of sales promotions, often at the cost of advertising. Yet the long-term implications of these changes for brand profitability remain unclear. In this paper, we seek to ...
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Journal ArticleJournal of Marketing Research · May 1, 1998
Although brands have increased their promotional spending substantially in many categories over the past decade, panel-based research into consumer stockpiling behavior typically has assumed that consumers’ decisions regarding whether and how much to purch ...
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Journal ArticleMarketing Science · January 1, 1998
While the field of marketing science has long been interested in the effects of promotional efforts, public policy issues involving illegal marketer fraud and deception have generally not been addressed in this body of work. One key exception to this gener ...
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Journal ArticleInternational Journal of Research in Marketing · January 1, 1998
The allocation of marketing budgets across advertising and sales promotions has changed over the past decade with a marked decrease in the percentage of budgets directed towards advertising. Moreover, there has been much speculation regarding how these cha ...
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Journal ArticleMarketing Science · January 1, 1998
We applaud the advances in this colloquy and the areas of convergence that are emerging. However, this reply points out that the purported benefits of "bait and switch" found in Hess and Gerstner (1998) are predicated upon (i) only a single component (avai ...
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Journal ArticleJournal of Marketing Research · May 1, 1997
The authors examine the long-term effects of promotion and advertising on consumers’ brand choice behavior. They use 8 1/4 years of panel data for a frequently purchased packaged good to address two questions: (1) Do consumers’ responses to marketing mix v ...
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Journal ArticleMarketing Letters · January 1, 1997
Research examining the process of individual decision making over time is briefly reviewed. We focus on two major areas of work in choice dynamics: research that has examined how current choices are influenced by the history of previous choices, and newer ...
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Journal ArticleFuzzy Sets and Systems · April 28, 1995
This paper seeks to establish a parametric linkage between fuzzy set theoretic techniques and commonly used preference formation rules in psychology and marketing. Such a linkage helps to benefit both fields. We accomplish this objective by using a linear ...
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Journal ArticleJournal of Business Research · January 1, 1995
Bundling of products is very prevalent in the marketplace. For example, travel packages include airfare, lodging, and a rental car. Considerable economic research has focused on the change in profits and consumer surplus that ensues if bundles are offered. ...
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