Marketing Science articles from November 2006

Marketing Science archives from November 2006

Editorial: fifty years of Marketing Science.(Editorial)
November 1, 2006... We have observed conspicuous changes in the 25 years after Frank M. Bass, John D. C. Little, and Donald G. Morrison begot Marketing Science. Marketing Science benefited from five subsequent editors and fifty different area editors. New...

Guest editorial from a previous editor-in-chief: reflections of a former editor.(Editorial)
November 1, 2006... How I Got Appointed I was in the hallway at a Marketing Science conference trying to figure out which session to attend next when I noticed that the distinguished trio of Frank Bass, John Little, and Don Morrison was bearing down upon me....

Guest editorial from a previous editor-in-chief: twenty-five years of electic growth in Marketing Science.(Editorial)
November 1, 2006... The journal Marketing Science is now twenty-five years old and has accomplished much more than we had ever dreamed. I recall debates, often on bus rides at the early Marketing Science conferences, about the editorial structure. The AMA...

Guest editorial from a previous editor-in-chief: comments for 25th Anniversary issue of Marketing Science.(Editorial)
November 1, 2006... Introduction Readers who wish to reflect on the 25-year history of Marketing Science would do well to pay careful attention to the articles on the history of our field and journal that were published in the final issue of my editorship...

Marketing models of service and relationships.
November 1, 2006... Given the growth of the service sector, and advances in information technology and communications that facilitate the management of relationships with customers, models of service and relationships are a fast-growing area of marketing science....

Three thoughts on services.(Invited Commentary)
November 1, 2006... Rust and Chung should be congratulated on presenting a very nice, indeed limpid, overview and synthesis of much of the services marketing literature. Their review sparked three associations. First, somehow when we weren't looking, the field...

The implications of "Big M" marketing for modeling service and relationships.(Invited Commentary)
November 1, 2006... Rust and Chung (2006) provide an excellent integration and assessment of current models of service and relationships, as well as a thought-provoking agenda for future research. In this brief essay, I identify some challenges, opportunities, and...

Linking service and finance.(Invited Commentary)
November 1, 2006... I am delighted to have an opportunity to comment on Rust and Chung's (2006) timely and insightful article. This article does an excellent job of summarizing the evolution of marketing models of service and relationships. Rust and Chung (2006)...

Modeling opportunities in service recovery and customer-managed interactions.(Invited Commentary)
November 1, 2006... 1. Introduction Rust and Chung (2006) have done a nice job of chronicling marketing science's past and potential contributions to the fast-growing service sector. Their insightful article (a) provides a succinct overview of the evolution...

Technology innovation and implications for customer relationship management.(Invited Commentary)
November 1, 2006... Existing research on services and relationship treats customer service as a major operating variable, and focuses on measuring the resulting customer satisfaction, retention, duration, repeat purchases, word-of-mouth (e.g., Boulding et al....

Internet-based service institutions.(Invited Commentary)
November 1, 2006... Introduction The economic importance of services is reflected in the growing focus of academics, practitioners, and policy makers with issues examining the role of services in firm strategy, consumer welfare, and public policy. Rust and...

Why does poor service prevail?(Invited Commentary)
November 1, 2006... In their article "Marketing Models of Service and Relationships," Rust and Chung (2006) provide a detailed and useful review of service and relationship marketing models and outline interesting new directions for future research. One would hope...

Structural modeling in marketing: review and assessment.
November 1, 2006... The recent marketing literature reflects a growing interest in structural models, stemming from (1) the desire to test a variety of behavioral theories with market data, and (2) recent developments that facilitate estimation of and inference...

Marketing structural models: "keep it real".(Invited Commentary)
November 1, 2006... In their article, "Structural Modeling in Marketing: Review and Assessment," Chintagunta, Erdem, Rossi, and Wedel (2006) provide a comprehensive survey of the contributions to the empirical marketing literature made by researchers using...

Comment on structural modeling in marketing: review and assessment.(invited commentary)
November 1, 2006... Chintagunta, Erdem, Rossi, and Wedel (CERW) discuss examples of structural research to motivate its value in the empirical marketing literature. They provide a balanced assessment in which they emphasize both advantages and disadvantages....

Structural modeling in marketing: some future possibilities.(Invited Commentary)
November 1, 2006... The growing interest in using structural modeling to test theories of consumer and firm behavior stems from the increased availability of market data at the individual level (both longitudinal and cross-sectional) for a variety of products. The...

Dynamic structural consumer models and current marketing issues.
November 1, 2006... Structural models integrate behavioral and psychological decision theory into economics models and are more aligned with the true underlying economic primitives of the consumers. This allows researchers to investigate more behavior-driven and...

Removing the boundary between structural and reduced-form models.(Invited Commentary)
November 1, 2006... The authors provide a comprehensive and useful review of structural models in marketing (Chintagunta et al. 2006). They evaluate the strengths and limitations of a structural approach and present examples of recent advancements in the...

Commentary on structural modeling in marketing: review and assessment.
November 1, 2006... Chintagunta, Erdem, Rossi, and Wedel (2006) (CERW) discuss many different issues related to the use of structural models in marketing. They use examples of structural models that involve both consumer demand and supply-side competition to...

Empirical analysis of theory-based models in marketing.(Invited Commentary)
November 1, 2006... There has been rapidly growing interest in structural models, and the review paper by Chintagunta et al. (2006) is a timely contribution. The paper identifies the key issues and provides an excellent assessment. A contemporaneous paper by Erdem...

The motion picture industry: critical issues in practice, current research, and new research directions.
November 1, 2006... The motion picture industry has provided a fruitful research domain for scholars in marketing and other disciplines. The industry has high economic importance and is appealing to researchers because it offers both rich data that cover the...

Research opportunities at the movies.(Invited Commentary)
November 1, 2006... 1. Introduction The complex and dynamic interactions that determine the success or failure of motion pictures make the industry not only interesting, but also challenging to study. In their article in this issue, Eliashberg et al. (2006)...

The day after tomorrow: longer run issues in theatrical exhibition.(Invited Commentary)
November 1, 2006... The authors do an excellent job of summarizing issues and trends that will play out in the very short run, perhaps the most pressing topics for immediate research. In addition to expanding on some of their themes, I would argue that there...

Research and the motion picture industry.
November 1, 2006... The motion picture industry features challenging management problems and appealing research opportunities. Based on research findings, three challenges for managers are the need to (1) view movies as just one part of the product line, (2)...

Research perspectives at the interface of marketing and operations: applications to the motion picture industry.(Invited Commentary)
November 1, 2006... In this comment, I discuss some research issues at the interface of marketing and operations particularly relevant to the motion picture industry. The major focus of my comments will be on the exhibition component of the motion picture value...

Motion pictures: consumers, channels, and intuition.
November 1, 2006... Introduction Eliashberg et al. (2006) have convincingly shown that the motion picture industry is a fruitful research domain for marketing scholars. The authors (hereafter referred to as EEL) cover many interesting issues, including the...

Making sense of these million-dollar babies--rationale behind superstar profit participation contracts.
November 1, 2006... The article by Eliashberg et al. (2006) provides a comprehensive review of current research on the motion picture industry, with a special focus on managerially relevant issues on the supply side. It walks the readers through the three distinct...

Antibusiness movies and folk marketing.
November 1, 2006... We observe a disproportional number of movies that vividly portray business and businesspeople with an unfavorable bias, often depicting ordinary business activity as zero-sum and sometimes depicting it as callous, immoral, and criminal. These...

Guest editorial: MSI.(Marketing Science Institute)
November 1, 2006... This special section of Marketing Science grew out of a 2004 Marketing Science Institute (MSI) workshop that brought together "practical academics" and "thoughtful practitioners" to map our current knowledge of high-priority MSI research topics...

Research on innovation: a review and agenda for Marketing Science.
November 1, 2006... Innovation is one of the most important issues in business research today. It has been studied in many independent research traditions. Our understanding and study of innovation can benefit from an integrative review of these research...

Customer metrics and their impact on financial performance.
November 1, 2006... The need to understand the relationships among customer metrics and profitability has never been more critical. These relationships are pivotal to tracking and justifying firms' marketing expenditures, which have come under increasing pressure....

Brands and branding: research findings and future priorities.
November 1, 2006... Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic...