Consumers share word-of-mouth face-to-face, online, and through various other channels. But do these channels affect what people talk about, and if so, how? Analysis of over 21,000 conversations, as well as a laboratory experiment, demonstrate that conversation channel continuity norms shape...

The following sections are included:IntroductionImmediate market responseLonger-term market response to promotionsRetailer response to trade promotionsPromotion planning, optimization, and targetingDirections for future researchReferences

Marketing researchers have long used brand switching analyses and Markov transition matrices to gain insights into managerial problems. Almost without exception, this work makes (inappropriate) inferences about individual consumers by analyzing household-level data. This paper presents a...

This paper examines the role of managerial judgment in forming a final forecast, or judging the achievability of a critical level of sales, when multiple forecasts or opinions are available to the decision maker. Several factors that can help improve the quality of human intervention are...

This special section is the result of an effort by several scholars to move marketing academic research toward greater practical relevance. This initiative, called Theory Practice in Marketing (TPM), started with a conference at Columbia Business School in 2011, and the five papers published in...