The digital revolution has shaken marketing to its core with consumers being offered greater price transparency and often even the chance to dictate the price. What does pricing mean in a world in which customers propose their own prices (as at priceline.com) or buyers and sellers haggle...

A customized, stepwise, log-linear, distributed lag, restricted market response model is proposed to estimate the effects of various elements of promotion expenditures on sales in the presence of potentially significant effects due to trend and/or seasonality when using time-series data. As...

This paper presents a new friction model for describing the price changes of a product or brand over time and for forecasting both the timing and magnitude of such changes from one period to the next. After a review of the related pricing literature, we present our model and a modified...

Advances in molecular genetics have led to the exponential growth of the direct-to-consumer genetic testing industry, resulting in the assembly of massive privately-owned genetic databases. This article explores the potential impact of this new data type on the field of marketing. Drawing on...

In rapidly changing and complex global environments, some form of symbiotic innovation that ultimately benefits consumers is central to the success and growth of any enterprise, and it requires collaboration to thrive. Whether co-creation, open innovation, or customer-centricity, the interaction...

There is growing evidence that a vast majority of CEO’s believe that sustainability-related issues are having or will soon have a material impact on their firms. Nearly all of the academic literature on the firm level impacts of corporate social performance (CSP) has focused on looking for a...

In direct marketing, understanding the response behavior of consumers to marketing initiatives is a pre-requisite for marketers before implementing targeting strategies to reach potential as well as existing consumers in the future. Consumer response can either be in terms of the incidence or...

For inclusive growth, financial inclusion is a necessary, though not sufficient condition. Inclusion is not just a one time exercise and certainly does not begin and end with opening a no-frills bank account. The access to financial services, particularly by lower income segments, needs to be...

Branding plays a key role in attracting corporate sponsorship and raising revenue for the multi-billion dollar business of college sports. In this paper, we study the peer effects of brand performance in the dynamic revenue evolution of major college sports teams that play in the National...