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
Structural Modeling in Marketing: Review and Assessment
Marketing Science - Tập 25 Số 6 - Trang 604-616 - 2006
Pradeep K. Chintagunta, Tülin Erdem, Peter E. Rossi, Michel Wedel
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 b...... hiện toàn bộ
Customer Metrics and Their Impact on Financial Performance
Marketing Science - Tập 25 Số 6 - Trang 718-739 - 2006
Сунил Гупта, Valarie A. Zeithaml
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. ...... 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
A Two-Sided, Empirical Model of Television Advertising and Viewing Markets
Marketing Science - Tập 27 Số 3 - Trang 356-378 - 2008
Kenneth C. Wilbur
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...... 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
Brands: The Opiate of the Nonreligious Masses?
Marketing Science - Tập 30 Số 1 - Trang 92-110 - 2011
Ron Shachar, Tülin Erdem, Keisha M. Cutright, Gavan J. Fitzsimons
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 ...... hiện toàn bộ
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