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Pricing of national brands versus store brands: market power components, findings and research opportunities
(Edward Elgar Publishing, 2009)
Among the most important activities for supermarket retailers is the creation and marketing of store brands, also known as private label brands. Given the increasing quality-equivalence between national brands and store ...
Marketing's profit impact: quantifying online and off-line funnel progression
(Informs, 2011)
Inofec, a small- to medium-sized enterprise in the business-to-business sector, desired a more analytic approach to allocate marketing resources across communication activities and channels. We developed a conceptual ...
Demonstrating the value of marketing
(2016-11)
Marketing departments are under increased pressure to demonstrate their economic value to the firm. This challenge is exacerbated by the fact that marketing uses attitudinal (e.g., brand awareness), behavioral (e.g., brand ...
The impact of brand familiarity on online and offline media synergy
(Elsevier, 2016)
Rooted in the integrated marketing communication framework, this paper conceptualizes how brand familiarity affects online and cross-channel synergies. The empirical analysis uses Bayesian vector autoregressive models to ...
Do display ads influence search? Attribution and dynamics in online advertising
(Elsevier, 2016-09)
As firms increasingly rely on online media to acquire consumers, marketing managers rely on online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics ...
Time-series models of pricing the impact of marketing on firm value
(Edward Edgar Publishing, 2012-05)
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Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
(Elsevier, 2016-09)
Electronic word-of-mouth (eWOM) is often tracked in volume and valence metrics, but the topic of conversation may vary from the brand to its advertising to purchase statements. How do these different topics affect company ...
Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity
(Springer International Publishing, 2016-07)
This study investigates the effects of consumer activity in online media (paid, owned, and earned) on sales and their interdependencies with the traditional marketing mix elements of price, advertising and distribution. ...
The hare and the tortoise: do earlier adopters of online channels purchase more?
(Elsevier, 2015-06)
Earlier adopters of a product or service tend to be more valuable than later adopters. Does this empirical generalization equally apply to earlier adopters of a multichannel retailer's new online channel too? This study ...
How online consumer segments differ in long-term marketing effectiveness
(Elsevier, 2014-11)
Online commerce gives companies not only a growing global sales platform, but also powerful consumers enjoying 24/7 availability, choice proliferation and the power to opt in and out permission-based communication. ...
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