Marketing Science articles from January 1999

Marketing Science archives from January 1999

Managing advertising and promotion for long-run profitability.
January 1, 1999... Abstract In recent years, manufacturers have become increasingly disposed toward the use of sales promotions, often at the cost of advertising. Yet the long-term implications of these changes for brand profitability remain unclear. In this...

Asymmetric and neighborhood cross-price effects: some empirical generalizations.
January 1, 1999... Abstract This paper provides some empirical generalizations regarding how the relative prices of competing brands affect the cross-price effects among them. Particular focus is on the asymmetric price effect and the neighborhood price effect....

Competition in durable goods markets: the strategic consequences of leasing and selling.
January 1, 1999... Abstract In marketing durable goods, manufacturers use varying degrees of leasing and selling to consumers, e.g., cars, photocopiers, personal computers, airplanes, etc. The question that this raises is whether the distinction between leases...

Manufacturer allowances and retailer pass-through rates in a competitive environment.
January 1, 1999... Abstract A commonly held belief has grocery and mass merchandise retailers gaining power relative to the upstream consumer package goods manufacturers. One of the major justifications for this belief is that manufacturers are now giving...

What you don't know about customer-perceived quality: the role of customer expectation distributions.
January 1, 1999... Abstract We show that some of the most common beliefs about customer-perceived quality are wrong. For example, 1) it is not necessary to exceed customer expectations to increase preference, 2) receiving an expected level of bad service does...