Marketing Science

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Brands and Branding: Research Findings and Future Priorities
Marketing Science - Tập 25 Số 6 - Trang 740-759 - 2006
Kevin Lane Keller, Donald R. Lehmann
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. Th...... hiện toàn bộ
Durable Goods and Product Obsolescence
Marketing Science - Tập 8 Số 1 - Trang 35-56 - 1989
Daniel A. Levinthal, Devavrat Purohit
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' incr...... hiện toàn bộ
Monopolist Pricing with Dynamic Demand and Production Cost
Marketing Science - Tập 2 Số 2 - Trang 135-159 - 1983
Shlomo Kalish
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...... hiện toàn bộ
The Service Revolution and the Transformation of Marketing Science
Marketing Science - Tập 33 Số 2 - Trang 206-221 - 2014
Roland T. Rust, Ming‐Hui Huang
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 c...... hiện toàn bộ
BidAnalyzer: A Method for Estimation and Selection of Dynamic Bidding Models
Marketing Science - Tập 27 Số 6 - Trang 949-960 - 2008
Sandy D. Jap, P. A. Naik
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 observabil...... hiện toàn bộ
Note—Consumer Store Choice and Choice Set Definition
Marketing Science - Tập 7 Số 3 - Trang 299-310 - 1988
A. Stewart Fotheringham
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 co...... hiện toàn bộ
Mental Accounting and Consumer Choice
Marketing Science - Tập 4 Số 3 - Trang 199-214 - 1985
Richard H. Thaler
A new model of consumer behavior is developed using a hybrid of cognitive psychology and microeconomics. The development of the model starts with the mental coding of combinations of gains and losses using the prospect theory value function. Then the evaluation of purchases is modeled using the new concept of “transaction utility.” The household budgeting process is also incorporated to c...... hiện toàn bộ
The Choice Theory Approach to Market Research
Marketing Science - Tập 5 Số 4 - Trang 275-297 - 1986
Daniel McFadden
This paper surveys economic choice theory, stressing developments that permit use of data from psychometric and conjoint experiments to produce market demand forecasts. Alternatives to the widely used multinomial logit model are summarized, and a new method for estimating multinomial probits is described. An integration of choice models with attitudinal scaling and perceptual mapping, wit...... hiện toàn bộ
Price-Induced Patterns of Competition
Marketing Science - Tập 8 Số 4 - Trang 291-309 - 1989
Robert C. Blattberg, Kenneth J. Wisniewski
This research focuses on how price changes influence the observed pattern of brand competition. The paper begins with a basic utility model formulation and examines the implications of three major classes of preference distributions on the expected patterns of competition. A price-tier model is proposed to operationalize the theory and to allow predictive testing. The price-tier model is ...... hiện toàn bộ
Positioning of Store Brands
Marketing Science - Tập 21 Số 4 - Trang 378-397 - 2002
Serdar Sayman, Stephen J. Hoch, Jagmohan S. Raju
We examine the retailer's store brand positioning problem. Our game-theoretic model helps us identify a set of conditions under which the optimal strategy for the retailer is to position the store brand as close as possible to the stronger national brand. In three empirical studies, we examined whether market data are consistent with some of the implications of our model. In the first stu...... hiện toàn bộ
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