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The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice
Mela, Carl F.; Gupta, Sunil; Lehmann, Donald R. - In: Journal of marketing research : JMR 34 (1997) 2, pp. 248-261
Persistent link: https://www.econbiz.de/10006674473
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Managing Advertising and Promotion for Long-Run Profitability - When setting advertising and promotion strategies,managers should consider the relative tradeoffs between promotion'...
Jedidi, Kamel; Mela, Carl F.; Gupta, Sunil - In: Marketing science : the marketing journal of the … 18 (1999) 1, pp. 1-22
Persistent link: https://www.econbiz.de/10006914062
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Does "Bait and Switch" Really Benefit Consumers? Advancing the Discussion ... - This colloquy is not quite over: Further analysis still indicates that bait and switch is bad for co...
Wilkie, William L.; Mela, Carl F.; Gundlach, Gregory T. - In: Marketing science : the marketing journal of the … 17 (1998) 3, pp. 290
Persistent link: https://www.econbiz.de/10006916287
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Does "Bait and Switch" Really Benefit Consumers? - This paper disputes the conclusions offered by Gerstner and Hess (1990); extension of their model shows that bait and switch shou...
Wilkie, William L.; Mela, Carl F.; Gundlach, Gregory T. - In: Marketing science : the marketing journal of the … 17 (1998) 3, pp. 273-282
Persistent link: https://www.econbiz.de/10006916289
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E: DECISIONS, PREDICTIONS, AND STATISTICS - Managing advertising and promotion for long-run profitability Ec:140
Jedidi, Kamel; Gupta, Sunil; Mela, Carl F. - In: Operations research, Management science : OR MS ; the … 39 (1999) 5, pp. 537-540
Persistent link: https://www.econbiz.de/10006517948
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C: MODELING AND SYSTEMS ANALYSIS - Does "bait and switch" really benefit consumers? Cz:140
Wilkie, William L.; Mela, Carl F.; Gundlach, Gregory T. - In: Operations research, Management science : OR MS ; the … 39 (1999) 4, pp. 403-404
Persistent link: https://www.econbiz.de/10006518607
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Building Brands
Ataman, M.Berk; Mela, Carl F.; van Heerde, Harald J. - In: Marketing science : the marketing journal of the … 27 (2008) 6, pp. 1036-1054
Persistent link: https://www.econbiz.de/10008145155
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Building Brands
Ataman, M.Berk; Mela, Carl F.; van Heerde, Harald J. - In: Marketing science : the marketing journal of the … 27 (2008) 6, pp. 1036
Persistent link: https://www.econbiz.de/10008145156
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Der Wert von Kunden, die nichts bezahlen - Marketing: Gratisnutzer können für Unternehmen wertvoll sein, denn sie locken zahlende Kundschaft an. So berechnen Sie den Wert von Kunde...
Gupta, Sunil; Mela, Carl F. - In: Harvard-Business-Manager : das Wissen der Besten 31 (2009) 1, pp. 56-65
Persistent link: https://www.econbiz.de/10008161823
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The Role of Spatial Demand on Outlet Location and Pricing
Duan, Jason A.; Mela, Carl F. - In: Journal of marketing research : JMR 46 (2009) 2, pp. 260-278
Persistent link: https://www.econbiz.de/10008226425