Marketing Science articles from January 2001

Marketing Science archives from January 2001

The category-demand effects of price promotions.(marketing)
January 1, 2001... Although price promotions have increased in both commercial use and quantity of academic research over the last decade, most of the attention has been focused on their effects on brand choice and brand sales. By contrast, little is known about...

Individual marketing with imperfect targetability.
January 1, 2001... Our research investigates the competitive ramifications of individual marketing and information management in today's information-intensive marketing environments. The specific managerial issues we address are as follows. First, what kinds of...

Competitive pricing behavior in the auto market: a structural analysis.
January 1, 2001... Abstract In a competitive marketplace, the effectiveness of any element of the marketing mix is determined not only by its absolute value, but also by its relative value with respect to the competition. For example, the effectiveness of a...

Equilibrium price communication and unadvertised specials by competing supermarkets.
January 1, 2001... In a competitive marketplace, the effectiveness of any element of the marketing mix is determined not only by its absolute value, but also by its relative value with respect to the competition. For example, the effectiveness of a price cut in...

Customer referral management: optimal reward programs.(marketing)
January 1, 2001... Sellers who plan to capitalize on the lifetime value of customers need to manage the sales potential from customer referrals proactively. To encourage existing customers to generate referrals, a seller can offer exceptional value to current...