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A theory of combative advertising
Chen, Yuxin; Joshi, Yogesh V.; Raju, Jagmohan Singh; … - In: Marketing science : the marketing journal of the … 28 (2009) 1, pp. 1-19
Persistent link: https://www.econbiz.de/10003858464
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A Theory of Combative Advertising
Chen, Yuxin; Joshi, Yogesh V.; Raju, Jagmohan S.; … - 2012
In mature markets with competing firms, a common role for advertising is to shift consumer preferences towards the advertiser in a tug-of-war, with no effect on category demand. In this paper, we analyze the effect of such "combative" advertising on market power. We show that, depending on the...
Persistent link: https://www.econbiz.de/10014208017
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A Theory of Combative Advertising
Chen, Yuxin; Joshi, Yogesh V.; Raju, Jagmohan S.; … - In: Marketing Science 28 (2009) 1, pp. 1-19
In mature markets with competing firms, a common role for advertising is to shift consumer preferences towards the advertiser in a tug-of-war, with no effect on category demand. In this paper, we analyze the effect of such “combative” advertising on market power. We show that, depending on...
Persistent link: https://www.econbiz.de/10008787676
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Optimal Entry Timing in Markets with Social Influence
Joshi, Yogesh V.; Reibstein, David J.; Zhang, Z.John - In: Management science : journal of the Institute for … 55 (2009) 6, pp. 926-939
Persistent link: https://www.econbiz.de/10008261196
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A Price Discrimination Model of Trade Promotions
Cui, Tony Haitao; Raju, Jagmohan S.; Zhang, Z.John - In: Marketing science : the marketing journal of the … 27 (2008) 5, pp. 779-795
Persistent link: https://www.econbiz.de/10008124388
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Fairness and Channel Coordination
Haitao Cui, Tony; Raju, Jagmohan S.; Zhang, Z.John - In: Management science : journal of the Institute for … 53 (2007) 8, pp. 1303-1314
Persistent link: https://www.econbiz.de/10007792077
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Research Note#x2014Price Discrimination After the Purchase: Rebates as State-Dependent Discounts
Chen, Yuxin; Moorthy, Sridhar; Zhang, Z.John - In: Management science : journal of the Institute for … 51 (2005) 7, pp. 1131-1140
Persistent link: https://www.econbiz.de/10006077352
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Research Note: Consumer Heterogeneity and Competitive Price-Matching Guarantees - Price-matching guarantees can facilitate price competition.
Chen, Yuxin; Narasimhan, Chakravarthi; Zhang, Z.John - In: Marketing science : the marketing journal of the … 20 (2001) 3, pp. 300-314
Persistent link: https://www.econbiz.de/10006899803
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Individual Marketing with Imperfect Targetability - Being imperfect in targeting is perfect for profit.
Chen, Yuxin; Narasimhan, Chakravarthi; Zhang, Z.John - In: Marketing science : the marketing journal of the … 20 (2001) 1, pp. 23-41
Persistent link: https://www.econbiz.de/10006902875
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Dynamic targeted pricing with strategic consumers
Chen, Yuxin; Zhang, Z.John - In: International journal of industrial organization 27 (2009) 1, pp. 43-50
Persistent link: https://www.econbiz.de/10008160484