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Identifying multiple preference segments from own- and cross-price elasticities

Russell, Gary J. - In: Marketing letters : a journal of research in marketing 4 (1993) 1, pp. 5-18

Persistent link: https://www.econbiz.de/10001136696

Modeling indirect effects of paid search advertising : which keywords lead to more future visits?

Rutz, Oliver J.; Trusov, Michael; Bucklin, Randolph E. - In: Marketing science : the marketing journal of the … 30 (2011) 4, pp. 646-665

Persistent link: https://www.econbiz.de/10009299478

Effects of Internet display advertising in the purchase funnel : model-based insights from a randomized field experiment

Hoban, Paul R.; Bucklin, Randolph E. - In: Journal of marketing research : JMR 52 (2015) 3, pp. 375-393

Persistent link: https://www.econbiz.de/10011292880

Effects of income distribution changes on assortment size in the mainstream grocery channel

Becerril-Arreola, Rafael; Bucklin, Randolph E.; … - In: Management science : journal of the Institute for … 67 (2021) 9, pp. 5878-5900

Persistent link: https://www.econbiz.de/10012650180

Modeling Purchase Behavior at an E-Commerce Web Site: A Task-Completion Approach

Sismeiro, Catarina; Bucklin, Randolph E. - In: Journal of marketing research : JMR 41 (2004) 3, pp. 306-323

Persistent link: https://www.econbiz.de/10006645656

A Model of Web Site Browsing Behavior Estimated on Clickstream Data

Bucklin, Randolph E.; Sismeiro, Catarina - In: Journal of marketing research : JMR 40 (2003) 3, pp. 249-267

Persistent link: https://www.econbiz.de/10006649608

Click Here for Internet Insight : Advances in Clickstream Data Analysis in Marketing

Bucklin, Randolph E.; Sismeiro, Catarina - 2014

Clickstream data are defined as the electronic record of Internet usage collected by Web servers or third-party services. The authors discuss the nature of clickstream data, noting key strengths and limitations of these data for research in marketing. The paper reviews major developments from...

Persistent link: https://www.econbiz.de/10014218984

Assessing the total financial performance impact of marketing assets with limited time-series data : a method and an application to brand equity research

Mizik, Natalie - In: MSI reports : working paper series (2009) 3, pp. 125-147

Persistent link: https://www.econbiz.de/10003950217

How to better value branded businesses : a conditional multiplier approach

Mizik, Natalie - In: Handbook of marketing and finance, (pp. 66-85). 2012

Persistent link: https://www.econbiz.de/10009552522

Assessing the total financial performance impact of brand equity with limited time-series data

Mizik, Natalie - In: Journal of marketing research : JMR 51 (2014) 6, pp. 691-706

Persistent link: https://www.econbiz.de/10010471026

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