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Consumer Packaged Goods in France: National Brands, Regional Chains, and Local Branding
Ataman, M.Berk; Mela, Carl F.; Van Heerde, Harald J. - In: Journal of marketing research : JMR 44 (2007) 1, pp. 14-20
Persistent link: https://www.econbiz.de/10007596671
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Size and Share of Customer Wallet
Du, Rex Yuxing; Kamakura, Wagner A.; Mela, Carl F. - In: Journal of marketing 71 (2007) 2, pp. 94-113
Persistent link: https://www.econbiz.de/10007603673
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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 Kunden, die keinen Umsatz machen.
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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Database Paper-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/10008094130
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The Periodicity of Pricing
Bronnenberg, Bart J.; Mela, Carl F.; Boulding, William - In: Journal of marketing research : JMR 43 (2006) 3, pp. 477-493
Persistent link: https://www.econbiz.de/10007270424
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Invited Paper-A Keyword History of Marketing Science
Mela, Carl F.; Roos, Jason; Deng, Yiting - In: Marketing science : the marketing journal of the … 32 (2013) 1, pp. 8-18
Persistent link: https://www.econbiz.de/10010071030
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A Dynamic Model of Sponsored Search Advertising
Yao, Song; Mela, Carl F. - In: Marketing science : the marketing journal of the … 30 (2011) 3, pp. 447-469
Persistent link: https://www.econbiz.de/10009028885
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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/10008124383