The U.S. pharmaceutical industry spent upwards of $18 billion on marketing drugs in 2005; detailing and drug sampling activities accounted for the bulk of this spending. To stay competitive, pharmaceutical managers need to maximize the return on these marketing investments by determining which...

This research models the dynamics of customer relationships using typical transaction data. It permits the evaluation of the effectiveness of customer-brand encounters on the dynamics of customer relationships and the subsequent buying behavior. Our approach to modeling relationship dynamics is...

The compromise effect denotes the finding that brands gain share when they become the intermediate rather than an extreme option in a choice set (Simonson 1989). Despite the robustness and importance of this phenomenon, choice modelers have neglected to incorporate the compromise effect within...