Marketing researchers have long used brand switching analyses and Markov transition matrices to gain insights into … in a panel. Our results show that marketing scientists have the potential to learn and test more hypotheses about the …

While conjoint analysis has been applied in a wide variety of different contexts in Marketing, most applications fail …

The Marketing literature has shown how difficult it is to profile market segments derived with finite mixture models …

for parameter estimation. A marketing strategy application is provided with an analysis of PIMS data for a set of firms …

A not uncommon situation in industrial marketing is for an outside supplier to find itself competing against an in …-house supplier. Knowing how to compete against an in-house supplier is of importance because industrial marketing firms typically … opportunity when competing against an in-house supplier. Alternative marketing strategies are also suggested. …

development professionals. Both reflect on the emergence of new products management as a profession--a field with its own … improvement measurements, and the overall relationship between the management of new initiatives and the ongoing work of the …