"Pricing drives three of the most important elements of firm success: revenue and profits, customer behavior and firm image. This book provides an introduction to the basic principles for thinking clearly about pricing. Unlike other marketing books on pricing, the authors use a more analytic...

A trend reported by both academics and practitioners is that advertising on TV has become increasingly energetic. This study investigates the association between the energy level in ad content and consumers' tendency of ad-watching or ad-avoidance. Using a data set of over 27,000 TV commercials...

This study develops and estimates a model of multi-channel customer purchase behavior in a vertically differentiated channel structure. In recent years many retailers have added exclusively sourced factory outlet stores into their channel mix to achieve market expansion and customer...