Product-harm crises can adversely affect brand equity and advertising effectiveness. We develop state space models to capture brand and sub-brand equity the dynamics related to product recalls and spending on different levels and types of advertising, integrate them with a random coefficient...

As economies in developed and developing countries are increasingly driven by services, the introduction of new services to satisfy customers and improve firm value is becoming a critical issue for managers in both services- and goods-dominant firms. However, prior research on innovation has...

This article discusses how firms strategically allocate their resources between marketing and non-marketing variables, across products, markets, channels, customers and over the product life cycle. It presents resource allocation processes, models and insights with examples drawn from different...

Amid growing competition, retailers are increasingly interested in more effective aisle and display management strategies. These strategies involve placements of product categories in aisles and displays within each store to facilitate greater sales affinity (demand attraction) between...

Shopper marketing refers to the planning and execution of all marketing activities that influence a shopper along, and beyond, the entire path-to-purchase, from the point at which the motivation to shop first emerges through to purchase, consumption, repurchase, and recommendation. The goal of...

Communication and promotion decisions are a fundamental part of retailer customer experience management strategy. In this review paper, we address two key questions from a retailer’s perspective: (1) what have we learned from prior research about promotion, advertising, and other forms of...

Mobile marketing, which involves two- ormulti-way communication and promotion of an offer between a firmand its customers using themobile, a term that refers to themobilemedium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change...

Multichannel customer management is “the design, deployment, and evaluation of channels to enhance customer value through effective customer acquisition, retention, and development” (Neslin, Scott A., D. Grewal, R. Leghorn, V. Shankar, M. L. Teerling, J. S. Thomas, P. C. Verhoef (2006),...

From 2003 to 2012, the ISMS Practice Prize/Award competition has documented 25 impactful projects, with associated papers appearing in the Marketing Science. This article reviews these papers and projects, examines their influence on the relevant organizations, and provides a perspective on the...

With the rapid growth of omnichannel retailing, digitally native retailers are increasingly opening physical stores. A critical issue for many digitally native retailers is to estimate the causal effect of a new store opening on their online sales. To assess the causal effect, a randomized...