Demonstrations of marketing effectiveness currently proceed along two parallel tracks:
Quantitative researchers model the direct sales effects of the marketing mix, and advertising and …

The marketing profession is being challenged to assess and communicate the value created
by its actions on shareholder value. These demands create a need to translate marketing …

Store brand entry has become a key issue in marketing as it may structurally change the
performance of and the interactions among all market players. Based on their multivariate time-…

Do price promotions generate additional revenue and for whom? Which brand, category, and
market conditions influence promotional benefits and their allocation across manufacturers …

This study investigates the effects of consumer activity in online media (paid, owned, and
earned) on sales and their interdependencies with the traditional marketing mix elements of …

Despite evidence suggesting a growing incidence of brand architecture strategies beyond
the branded house (eg, Boeing and IBM) and house-of-brands (eg, P&G with Tide and Cheer)…

Under increased scrutiny from top management and shareholders, marketing managers feel
the need to measure and communicate the impact of their actions on shareholder returns. In …

Year after year, managers strive to improve financial performance and firm value through
marketing actions such as new product introductions and promotional incentives. This study …

What are the drivers of retailer pricing tactics over time? Based on multivariate time-series
analysis of two rich data sets, we quantify the relative importance of competitive retailer prices, …

Although many researchers in information systems and marketing have studied the effect of
product reviews on sales, few have looked at their effect on product returns. We hypothesize …