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Data selection and procurement
Mela, Carl F. - In: Marketing science : the marketing journal of the … 30 (2011) 6, pp. 965-976
Persistent link: https://www.econbiz.de/10009427808
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A Dynamic Model of Sponsored Search Advertising
Yao, Song; Mela, Carl F. - Duke University; Duke University - 2008
Sponsored search advertising is ascendant Jupiter Research reportsexpenditures rose 28% in 2007 to $8.9B and will continue to rise at a15% CAGR, making it one of the major trends to affect the marketinglandscape. Yet little, if any empirical research focuses upon searchengine marketing strategy...
Persistent link: https://www.econbiz.de/10009435136
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The long-term impact of promotion and advertising on consumer brand choice
Mela, Carl F.; Gupta, Sunil; Lehmann, Donald R. - 1996
Persistent link: https://www.econbiz.de/10000959103
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The IRI marketing data set
Bronnenberg, Bart J.; Kruger, Michael W.; Mela, Carl F. - In: Marketing science : the marketing journal of the … 27 (2008) 4, pp. 745-748
Persistent link: https://www.econbiz.de/10003765847
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Der Wert von Kunden, die nichts bezahlen
Gupta, Sunil; Mela, Carl F. - In: Harvard-Business-Manager : das Wissen der Besten 31 (2009) 1, pp. 56-64
Persistent link: https://www.econbiz.de/10003787933
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Online auction demand
Yao, Song; Mela, Carl F. - In: Marketing science : the marketing journal of the … 27 (2008) 5, pp. 861-885
Persistent link: https://www.econbiz.de/10003780151
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What is a free customer worth?
Gupta, Sunil; Mela, Carl F. - In: Harvard business review : HBR 86 (2008) 11, pp. 102-109
Persistent link: https://www.econbiz.de/10003780346
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Measuring long-run marketing effects and their implications for long-run marketing decisions
Bronnenberg, Bart J.; Dubé, Jean Pierre; Mela, Carl F.; … - In: Marketing letters : a journal of research in marketing 19 (2008) 3/4, pp. 367-382
Persistent link: https://www.econbiz.de/10003774410
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Building brands
Ataman, M. Berk; Mela, Carl F.; Heerde, Harald J. van - In: Marketing science : the marketing journal of the … 27 (2008) 6, pp. 1036-1054
Persistent link: https://www.econbiz.de/10003791786
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The value of a "free" customer
Gupta, Sunil (contributor); Mela, Carl F. (contributor);  … - 2006
Persistent link: https://www.econbiz.de/10003436731