Purpose: This paper aims to argue that engagement with industry in research, while costly in terms of time and effort, can provide benefits in terms of measurable research impact, particularly in the business-to-business (B2B) domain. Design/methodology/approach: This study draws joint...

No abstract available.

A system of promotional-effect models developed from certain behavioral assumptions about consumer buying habits is described. The same basic model structure is shown to be applicable to several types of gasoline marketing promotions and to various nongasoline promotions as well. Parameter...

A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understanding of how the marketing function can or should best contribute to firms’...

Colleges and universities in the United States increasingly are turning to merit aid offers as a competitive tool to attract better students. Although the total amount of merit aid offered has increased recently, universities vary dramatically in the amount they use to attract top candidates....