Marketing science

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  Año 2016, Vol. 35, Número 1

  • Editorial—the exploration-exploitation tradeoff and efficiency in knowledge production

    K. Sudhir

    • Resumen

    págs. 1-9

    

  • Will a fat tax work?

    Romana Khan, Kanishka Misra, Vishal Singh

    • Resumen

    págs. 10-26

    

  • Estimation of beauty contest auctions

    Hema Yoganarasimhan

    • Resumen

    págs. 27-54

    

  • The unintended consequences of countermarketing strategies: : How particular antismoking measures may shift consumers to more dangerous cigarettes

    Yanwen Wang, Michael Lewis, Vishal Singh

    • Resumen

    págs. 55-72

    

  • Impact of competition on product decisions: : Movie choices of exhibitors

    A. Yeşim Orhun, Sriram Venkataraman, Pradeep K. Chintagunta

    • Resumen

    págs. 73-92

    

  • The strategic role of exchange promotions

    Preyas S. Desai, Devavrat Purohit, Bo Zhou

    • Resumen

    págs. 93-112

    

  • Lowering customer evaluation costs, product differentiation, and price competition

    Bing Jing

    • Resumen

    págs. 113-127

    

  • Turf wars: : Product line strategies in competitive markets

    Yogesh V. Joshi, David J. Reibstein, Z. John Zhang

    • Resumen

    págs. 128-141

    

  • The role of paid, earned, and owned media in building entertainment brands: Reminding, informing, and enhancing enjoyment

    Mitchell J. Lovett, Richard Staelin

    • Resumen

    págs. 142-157

    

  • The effects of publicity on demand: : The case of anti-cholesterol drugs

    Andrew T. Ching, Robert Clark, Ignatius Horstmann, Hyunwoo Lim

    • Resumen

    págs. 158-181

    

  • An analysis and visualization methodology for identifying and testing market structure

    Stephen L. France, Sanjoy Ghose

    • Resumen

    págs. 182-197