Marketing science

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  Año 2016, Vol. 35, Número 2

  • Can marketing campaigns induce multichannel buying and more profitable customers? a field experiment

    Elisa Montaguti, Scott A. Neslin, Sara Valentini

    • Resumen

    págs. 201-217

    

  • Mobile Ad Effectiveness: : Hyper-contextual targeting with crowdedness

    Michelle Andrews, Xueming Luo, Zheng Fang, Anindya Ghose

    • Resumen

    págs. 218-233

    

  • Credit scoring with social network data

    Yanhao Wei, Pinar Yildirim, Christophe Van den Bulte, Chrysanthos Dellarocas

    • Resumen

    págs. 234-258

    

  • Keyword management costs and “broad match” in sponsored search advertising

    Wilfred Amaldoss, Kinshuk Jerath, Amin Sayedi

    • Resumen

    págs. 259-274

    

  • Satisfaction spillovers across categories

    Xiaojing Dong, Pradeep K. Chintagunta

    • Resumen

    págs. 275-283

    

  • Managing user-generated content: : A dynamic rational expectations equilibrium approach

    Dae-Yong Ahn, Jason A. Duan, Carl F. Mela

    • Resumen

    págs. 284-303

    

  • Managing price promotions within a product line

    Maxim Sinitsyn

    • Resumen

    págs. 304-318

    

  • Price promotions in choice models

    John R. Howell, Sanghak Lee, Greg M. Allenby

    • Resumen

    págs. 319-334