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Identifying causal marketing mix effects using a regression discontinuity design
Hartmann, Wesley; Nair, Harikesh; Narayanan, Sridhar - In: Marketing science : the marketing journal of the … 30 (2011) 6, pp. 1079-1097
Persistent link: https://www.econbiz.de/10009427799
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Cheap-talk advertising and misrepresentation in vertically differentiated markets
Gardete, Pedro M. - In: Marketing science : the marketing journal of the … 32 (2013) 4, pp. 609-621
Persistent link: https://www.econbiz.de/10009787933
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Return on roller coasters : a model to guide investments in theme park attractions
Oest, Rutger van; Heerde, Harald J. van; Dekimpe, Marnik G. - In: Marketing science : the marketing journal of the … 29 (2010) 4, pp. 721-737
Persistent link: https://www.econbiz.de/10008652611
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Economic value of celebrity endorsements : Tiger Woods' impact on sales of Nike golf balls
Chung, Kevin Y. C.; Derdenger, Timothy P.; Srinivasan, … - In: Marketing science : the marketing journal of the … 32 (2013) 2, pp. 271-293
Persistent link: https://www.econbiz.de/10009736690
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Incorporating emotions into evaluation and choice models : application to Kmart Australia
Roberts, Ken; Roberts, John H.; Danaher, Peter J.; … - In: Marketing science : the marketing journal of the … 34 (2015) 6, pp. 815-824
Persistent link: https://www.econbiz.de/10011410002
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Beyond attention effects : modeling the persuasive and emotional effects of advertising creativity
Yang, Xiaojing; Smith, Robert E. - In: Marketing science : the marketing journal of the … 28 (2009) 5, pp. 935-949
Persistent link: https://www.econbiz.de/10003900014
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Is persuasive advertising always combative in a distribution channel?
Wu, Chi-cheng; Chen, Ying-Ju; Wang, Chih-jen - In: Marketing science : the marketing journal of the … 28 (2009) 6, pp. 1157-1163
Persistent link: https://www.econbiz.de/10003909240
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Mobile ad effectiveness : hyper-contextual targeting with crowdedness
Andrews, Michelle; Luo, Xueming; Fang, Zheng; Ghose, Anindya - In: Marketing science : the marketing journal of the … 35 (2016) 2, pp. 218-233
Persistent link: https://www.econbiz.de/10011459503
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Competitive targeted advertising with price discrimination
Esteves, Rosa-Branca; Resende, Joana - In: Marketing science : the marketing journal of the … 35 (2016) 4, pp. 576-587
Persistent link: https://www.econbiz.de/10011532475
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Contextual advertising
Zhang, Kaifu; Katona, Zsolt - In: Marketing science : the marketing journal of the … 31 (2012) 6, pp. 980-994
Persistent link: https://www.econbiz.de/10009702510