Journal: Marketing Science

Found 566 papers in total
Product and Pricing Decisions in Crowdfunding
Product and Pricing Decisions in Crowdfunding
2015,
This paper studies the optimal product and pricing decisions in a crowdfunding...
Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities
Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities
2011,
Previous research on marketing budget decisions has shown that profit improvement from...
Applying a Dynamic Model of Consumer Choice to Guide Brand Development at Jetstar Airways
Applying a Dynamic Model of Consumer Choice to Guide Brand Development at Jetstar Airways
2011,
This paper describes the use of a marketing science model by Jetstar, a subsidiary of...
Uncovering Implicit Consumer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities' Variable Annuity Sales
Uncovering Implicit Consumer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities' Variable Annuity Sales
2011,
A variable annuity is a popular product for investing retirement income. However,...
Marketing's Profit Impact: Quantifying Online and Off‐line Funnel Progression
Marketing's Profit Impact: Quantifying Online and Off‐line Funnel Progression
2011,
Inofec, a small‐ to medium‐sized enterprise in the...
A ‘Position Paradox’ in Sponsored Search Auctions
A ‘Position Paradox’ in Sponsored Search Auctions
2011,
We study the bidding strategies of vertically differentiated firms that bid for...
The Impact of Economic Contractions on the Effectiveness of R&D and Advertising: Evidence from U.S. Companies Spanning Three Decades
The Impact of Economic Contractions on the Effectiveness of R&D and Advertising: Evidence from U.S. Companies Spanning Three Decades
2011,
The critical role of research and development (R&D) and advertising in the...
Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?
Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?
2011,
Many online shoppers initially acquired through paid search advertising later return...
Uninformative Advertising as an Invitation to Search
Uninformative Advertising as an Invitation to Search
2011,
What the firm should say in an advertising message, the choice of content , is a...
Testing Models of Strategic Behavior Characterized by Conditional Likelihoods
Testing Models of Strategic Behavior Characterized by Conditional Likelihoods
2011,
Marketing expenditures in the form of pricing, product development, promotion, and...
A Dynamic Model of the Effect of Online Communications on Firm Sales
A Dynamic Model of the Effect of Online Communications on Firm Sales
2011,
Interpersonal communications have long been recognized as an influential source of...
No Customer Left Behind: A Distribution‐Free Bayesian Approach to Accounting for Missing Xs in Marketing Models
No Customer Left Behind: A Distribution‐Free Bayesian Approach to Accounting for Missing Xs in Marketing Models
2011,
In marketing applications, it is common that some key covariates in a regression...
Optimizing E‐tailer Profits and Customer Savings: Pricing Multistage Customized Online Bundles
Optimizing E‐tailer Profits and Customer Savings: Pricing Multistage Customized Online Bundles
2011,
Online retailing provides an opportunity for new pricing options that are not feasible...
Online Display Advertising: Targeting and Obtrusiveness
Online Display Advertising: Targeting and Obtrusiveness
2011,
We use data from a large‐scale field experiment to explore what influences the...
Commentary–When Is Less More, and How Much More? Thoughts on the Psychological and Economic Implications of Online Targeting and Obtrusiveness
Commentary–When Is Less More, and How Much More? Thoughts on the Psychological and Economic Implications of Online Targeting and Obtrusiveness
2011,
In a very intriguing and groundbreaking study, Goldfarb and Tucker [2011] show that...
Commentary–Discussion of ‘Online Display Advertising: Targeting and Obtrusiveness’ by Avi Goldfarb and Catherine Tucker
Commentary–Discussion of ‘Online Display Advertising: Targeting and Obtrusiveness’ by Avi Goldfarb and Catherine Tucker
2011,
In ‘Online Display Advertising: Targeting and Obtrusiveness,’ Avi Goldfarb...
Rejoinder–Implications of ‘Online Display Advertising: Targeting and Obtrusiveness’
Rejoinder–Implications of ‘Online Display Advertising: Targeting and Obtrusiveness’
2011,
The commentaries on our work suggest several broader implications of our findings as...
Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales Forecasts
Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales Forecasts
2011,
Automotive sales forecasts traditionally focus on predictors such as advertising,...
The Seeds of Negativity: Knowledge and Money
The Seeds of Negativity: Knowledge and Money
2011,
This paper studies the tendency to use negative ads. For this purpose, we focus on an...
A Dynamic Model of Sponsored Search Advertising
A Dynamic Model of Sponsored Search Advertising
2011,
Sponsored search advertising is ascendant–Forrester Research reports...
A Regime‐Switching Model of Cyclical Category Buying
A Regime‐Switching Model of Cyclical Category Buying
2011,
In many categories consumers display cyclical buying: they repeatedly purchase in the...
Multiple‐Constraint Choice Models with Corner and Interior Solutions
Multiple‐Constraint Choice Models with Corner and Interior Solutions
2011,
A choice model based on direct utility maximization subject to an arbitrary number of...
Crisis and Consumption Smoothing
Crisis and Consumption Smoothing
2011,
The dramatic impact of the current crisis on performance of businesses across sectors...
Scalable Inference of Customer Similarities from Interactions Data Using Dirichlet Processes
Scalable Inference of Customer Similarities from Interactions Data Using Dirichlet Processes
2011,
Under the sociological theory of homophily, people who are similar to one another are...
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