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Now showing items 1-10 of 21
What is special about marketing organic products? How organic assortment, price, and promotions drive retailer performance
(American Marketing Association, 2013-01)
Higher sales and margins are key goals for retailers promoting emerging products, such as organics, but little is known about their marketing effectiveness and their cross-effects on conventional product sales. Extant ...
Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets
(Elsevier, 2013-03)
Consumers differ in the way their minds and hearts respond to marketing communication. Recent research has quantified effectiveness criteria of mindset metrics, such as brand consideration and liking, in the purchase process ...
Mind-set metrics in market response models: an integrative approach
(American Marketing Association, 2010-08)
Demonstrations of marketing effectiveness currently proceed along two parallel tracks: Quantitative researchers model the direct sales effects of the marketing mix, and advertising and branding experts trace customer ...
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 ...
Consumer attitude metrics for guiding marketing mix decisions
(Informs, 2014-08)
Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand's health and are readily connected to marketing activity. ...
Assessing consequences of component sharing across brands in the vertical product line in the automotive market
(Wiley, 2012-07)
Component sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness. Combining experimental with econometric ...
Does online information drive offline revenues? Only for specific products and consumer segments!
(Elsevier, 2011-03)
While many offline retailers have developed informational websites that offer information on products and prices, the key question for such informational websites is whether they can increase revenues via web-to-store ...
Building with bricks and mortar: the revenue impact of opening physical stores in a multichannel environment
(Elsevier, 2015-06)
A crucial decision firms face today is which channels they should make available to customers for transactions. We assess the revenue impact of adding bricks-and-mortar stores to a firm's already existing repertoire of ...
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 ...
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