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Return on roller coasters : a model to guide investments in theme park attractions

Oest, Rutger van; Heerde, Harald J. van; Dekimpe, Marnik G. - In: Marketing science : the marketing journal of the … 29 (2010) 4, pp. 721-737

Persistent link: https://www.econbiz.de/10008652611

Understanding the timing and magnitude of advertising spending patterns

Gijsenberg, Maarten J.; Heerde, Harald J. van; Dekimpe, … - 2009

Persistent link: https://www.econbiz.de/10009306647

The sense and non-sense of holdout sample validation in the presence of endogeneity

Ebbes, Peter; Papies, Dominik; Heerde, Harald J. van - In: Marketing science : the marketing journal of the … 30 (2011) 6, pp. 1115-1122

Persistent link: https://www.econbiz.de/10009427793

Advertising and price effectiveness over the business cycle

Gijsenberg, Maarten J.; Heerde, Harald J. van; Dekimpe, … - 2009

Persistent link: https://www.econbiz.de/10009485877

The impact of pre- and post-launch publicity and advertising on new product sales

Burmester, Alexa B.; Becker, Jan U.; Heerde, Harald J. van - In: International journal of research in marketing : IJRM ; … 32 (2015) 4, pp. 408-417

Persistent link: https://www.econbiz.de/10011428886

The impact of the business cycle on service providers : insights from international tourism

Dekimpe, Marnik G.; Peers, Yuri; Heerde, Harald J. van - In: Journal of service research : JSR 19 (2016) 1, pp. 22-38

Persistent link: https://www.econbiz.de/10011433131

Fanning the flames? : how media coverage of a price war affects retailers, consumers, and investors

Heerde, Harald J. van; Gijsbrechts, Els; Pauwels, Koen - In: Journal of marketing research : JMR 52 (2015) 5, pp. 674-693

Persistent link: https://www.econbiz.de/10011349862

Losses loom longer than gains : modeling the impact of service crises on perceived service quality over time

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Persistent link: https://www.econbiz.de/10011349867

The challenge of retaining customers acquired with free trials

Datta, Hannes; Foubert, Bram; Heerde, Harald J. van - In: Journal of marketing research : JMR 52 (2015) 2, pp. 217-234

Persistent link: https://www.econbiz.de/10010526560

Driving online and offline sales : the cross-channel effects of digital versus traditional advertising

Dinner, Isaac M.; Heerde, Harald J. van; Neslin, Scott A. - 2011 - Rev.

Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e.g., digital advertising affecting online sales)...

Persistent link: https://www.econbiz.de/10009626237