Marketing science

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  Año 1998, Vol. 17, Número 3

  • Mail versus mall: A strategic analysis of competition between direct marketers and conventional

    Sridhar Balasubramanian

    págs. 181-195

    

  • COSTA: Contribution optimizing sales territory alignment

    Sonke Albers, Bernd Skiera

    págs. 196-213

    

  • Planning media schedules in the presence of dynamic advertising quality

    Murali K. Mantrala, Prasad A. Naik

    págs. 214-235

    

  • Utility covariances and context effects in conjoint MNP models

    Rinus Haaijer, Michel Wedel

    págs. 236-252

    

  • Inertia and variety seeking in a model of brand-purchasing timing

    Pradeep K. Chintagunta

    págs. 253-270

    

  • Does `bait and switch' really benefit consumers?

    Carl F. Mela, William L. Wilkie

    págs. 273-282

    

  • Yes, `bait and switch' really benefits consumers

    James D. Hess, Eitan Gerstner

    págs. 283-289

    

  • Does `bait and switch' really benefit consumers? Advancing the discussion

    William K. Wilkie, Carl F. Mela

    págs. 290-295