The authors propose a conceptual framework to explain whether and when the introduction
of a new retail store channel helps or hurts sales in existing direct channels. A conceptual …

… Robert Blattberg and John Deighton use decision calculus to help managers answer that
question. That is, they ask managers to approach the large, complex problem through several …

It's a marketer's dream-the ability to develop interactive relationships with individual customers.
Technology, in the form of the database, is making this dream a reality. Now companies …

Television ads can be classified as either arguments or dramas or hybrids of these forms. We
claim that form dimension influences how ads are processed. An argument backs its claims …

Presents perspectives on interactive marketing. Introduction by John Deighton; Idea from
Martin Sorrell and Eric Salama that assumptions that the new media is unimportant are futile; …

The digital interactive transformation in marketing is not unfolding, as some thought it would,
on the model of direct marketing. That model anticipated that marketing, empowered by …

The authors argue that what consumers learn from the experience of using products is not a
simple matter of discovering objective truth. They frame the problem of learning from …

This article develops a vocabulary to describe the management of performance and the
nature of consumer judgments of staged performance quality. It distinguishes three kinds of …

The authors examine switching and repeat purchase effects of advertising in mature, frequently
purchased product categories. They draw on consumer behavior theories of framing and …

Background Small studies suggest peanut oral immunotherapy (OIT) might be effective in the
treatment of peanut allergy. We aimed to establish the efficacy of OIT for the desensitisation …