Carl Frederick Mela CV

Journal Article Marketing 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 ... Full text Cite

Determining Consumers' Discount Rates with Field Studies

Journal Article JOURNAL OF MARKETING RESEARCH · December 1, 2012 Full text Link to item Cite

Data Selection and Procurement

Journal Article MARKETING SCIENCE · November 1, 2011 Full text Link to item Cite

A Dynamic Model of Sponsored Search Advertising

Journal Article MARKETING SCIENCE · May 1, 2011 Full text Link to item Cite

Do Digital Video Recorders Influence Sales?

Journal Article JOURNAL OF MARKETING RESEARCH · December 1, 2010 Full text Link to item Cite

The Long-Term Effect of Marketing Strategy on Brand Sales

Journal Article Journal 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 ... Full text Cite

The Role of Spatial Demand on Outlet Location and Pricing

Journal Article JOURNAL OF MARKETING RESEARCH · April 1, 2009 Full text Link to item Cite

Measuring long-run marketing effects and their implications for long-run marketing decisions

Journal Article MARKETING LETTERS · December 1, 2008 Full text Link to item Cite

Building Brands

Journal Article MARKETING SCIENCE · November 1, 2008 Full text Link to item Cite

What Is a Free Customer Worth?

Journal Article HARVARD BUSINESS REVIEW · November 1, 2008 Link to item Cite

Online Auction Demand

Journal Article MARKETING SCIENCE · September 1, 2008 Full text Link to item Cite

Customer Channel Migration

Journal Article Journal 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 ... Full text Cite

Database Paper - The IRI Marketing Data Set.

Journal Article Mark. Sci. · 2008 Full text Cite

If brands are buiilt over years, why are they managed over quarters

Journal Article HARVARD BUSINESS REVIEW · July 1, 2007 Link to item Cite

Size and Share of Customer Wallet

Journal Article Journal of Marketing · April 2007 Full text Cite

Consumer Packaged Goods in France: National Brands, Regional Chains, and Local Branding

Journal Article Journal 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 ... Full text Cite

The Periodicity of Pricing

Journal Article Journal 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 ... Full text Cite

Choice Models and Customer Relationship Management

Journal Article Marketing Letters · December 2005 Full text Cite

The Effect of Standardized Information on Firm Survival and Marketing Strategies

Journal Article Marketing 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- ... Full text Cite

Market Roll-Out and Retailer Adoption for New Brands

Journal Article Marketing 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 ... Full text Cite

The Dynamic Effect of Innovation on Market Structure

Journal Article Journal 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 ... Full text Cite

E-customization

Journal Article Journal 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 ... Full text Cite

Choice and the Internet: From Clickstream to Research Stream

Journal Article Marketing 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 ... Full text Cite

The impact of collinearity on regression analysis: the asymmetric effect of negative and positive correlations

Journal Article APPLIED ECONOMICS · April 1, 2002 Full text Link to item Cite

The Effect of Discount Frequency and Depth on Consumer Price Judgments

Journal Article Journal of Consumer Research · September 1999 Full text Cite

The Dynamic Effect of Discounting on Sales: Empirical Analysis and Normative Pricing Implications

Journal Article Marketing 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 ... Full text Cite

Managing Advertising and Promotion for Long-Run Profitability

Journal Article Marketing 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 t ... Full text Cite

The Long-Term Impact of Promotions on Consumer Stockpiling Behavior

Journal Article Journal 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 ... Full text Cite

Does "Bait and Switch" really benefit consumers?

Journal Article Marketing 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 ... Full text Cite

Assessing long-term promotional influences on market structure

Journal Article International 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 ... Full text Cite

Does "Bait and Switch" really benefit consumers? Advancing the discussion

Journal Article Marketing 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 ... Full text Cite

The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice

Journal Article Journal 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 ... Full text Cite

Promotion Over Time: Exploring Expectations and Explanations

Chapter · 1997 Cite

Dynamic influences on individual choice behavior

Journal Article Marketing 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 ... Full text Cite

Special Session: Inferences About Pricing and Promotion

Chapter · 1996 Cite

Inferences about pricing and promotion

Journal Article ADVANCES IN CONSUMER RESEARCH, VOL 23 · January 1, 1996 Link to item Cite

Using fuzzy set theoretic techniques to identify preference rules from interactions in the linear model: an empirical study

Journal Article Fuzzy 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 ... Full text Cite

Impact of bundle type, price framing and familiarity on purchase intention for the bundle

Journal Article Journal 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. ... Full text Open Access Cite

Using spreadsheet models to teach quantitative methods in marketing to undergraduate marketing students

Conference 1995 AMA WINTER EDUCATORS' CONFERENCE - MARKETING THEORY AND APPLICATIONS · January 1, 1995 Link to item Cite