Marketing Science
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Brands and Branding: Research Findings and Future Priorities
Marketing Science - Tập 25 Số 6 - Trang 740-759 - 2006
Branding has emerged as a top management priority in the last decade due to the
growing realization that brands are one of the most valuable intangible assets
that firms have. Driven in part by this intense industry interest, academic
researchers have explored a number of different brand-related topics in recent
years, generating scores of papers, articles, research reports, and books. This
paper ...
Structural Modeling in Marketing: Review and Assessment
Marketing Science - Tập 25 Số 6 - Trang 604-616 - 2006
The recent marketing literature reflects a growing interest in structural
models, stemming from (1) the desire to test a variety of behavioral theories
with market data, and (2) recent developments that facilitate estimation of and
inference for these models. Whether one should always go through the effort of
developing such tightly parameterized models with the associated computational
burden of ...
Customer Metrics and Their Impact on Financial Performance
Marketing Science - Tập 25 Số 6 - Trang 718-739 - 2006
The need to understand the relationships among customer metrics and
profitability has never been more critical. These relationships are pivotal to
tracking and justifying firms’ marketing expenditures, which have come under
increasing pressure. The objective of this paper is to integrate existing
knowledge and research about the impact of customer metrics on firms’ financial
performance. We invest...
Durable Goods and Product Obsolescence
Marketing Science - Tập 8 Số 1 - Trang 35-56 - 1989
The issue of product obsolescence is addressed by examining the optimal sales
strategy of a monopolist firm that may introduce an improved version of its
current product. Consumers' expectations of a forthcoming product lowers the
price that they are willing to pay for the current product because of its loss
in value due to obsolescence. The new product is characterized by consumers'
increased wil...
Monopolist Pricing with Dynamic Demand and Production Cost
Marketing Science - Tập 2 Số 2 - Trang 135-159 - 1983
This paper deals with pricing of a new product over time by a monopolist who
maximizes the discounted profit stream. The interdependency of cost and demand
on cumulative production makes the problem inherently dynamic. Cost is assumed
to be declining with cumulative production (learning curve effect), while demand
is a function of price and cumulative sales, representing word-of-mouth and
saturati...
The Service Revolution and the Transformation of Marketing Science
Marketing Science - Tập 33 Số 2 - Trang 206-221 - 2014
The nature of marketing science is changing in a systematic, predictable, and
irrevocable way. As information technology enables ubiquitous customer
communication and big customer data, the fundamental nature of the firm's
connection to the customer changes: better, more personalized service can be
offered, from which service relationships are deepened, and consequently, more
profitable customers ...
A Two-Sided, Empirical Model of Television Advertising and Viewing Markets
Marketing Science - Tập 27 Số 3 - Trang 356-378 - 2008
For marketers, television remains the most important advertising medium. This
paper proposes a two-sided model of the television industry. We estimate viewer
demand for programs on one side and advertiser demand for audiences on the
other. The primary objective is to understand how each group's program usage
influences the other group. Four main conclusions emerge. First, viewers tend to
be averse...
BidAnalyzer: A Method for Estimation and Selection of Dynamic Bidding Models
Marketing Science - Tập 27 Số 6 - Trang 949-960 - 2008
Online reverse auctions generate real-time bidding data that could be used via
appropriate statistical estimation to assist the corporate buyer's procurement
decision. To this end, we develop a method, called BidAnalyzer, which estimates
dynamic bidding models and selects the most appropriate of them. Specifically,
we enable model estimation by addressing the problem of partial observability;
i.e....
Note—Consumer Store Choice and Choice Set Definition
Marketing Science - Tập 7 Số 3 - Trang 299-310 - 1988
Consumer store choice results from a process whereby information on various
alternatives is evaluated by the consumer prior to the selection of one of these
alternatives. In the application of store choice models it is often assumed that
the information-processing strategy underlying store choice is a simultaneous
one in which all possible alternatives are evaluated by an individual. A
competing a...
Brands: The Opiate of the Nonreligious Masses?
Marketing Science - Tập 30 Số 1 - Trang 92-110 - 2011
Are brands the “new religion”? Practitioners and scholars have been intrigued by
the possibility, but strong theory and empirical evidence supporting the
existence of a relationship between brands and religion is scarce. In what
follows, we argue and demonstrate that religiosity is indeed related to “brand
reliance,” i.e., the degree to which consumers prefer branded goods over
unbranded goods or ...
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