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To learn more about the professors whose work is posted here, click on their names to access biography pages where you’ll find links to more of their published research.

Andrew Ainslie

"MARKET SHARE MODEL ADDS NEW DIMENSION TO STUDY OF MOVIE MARKETING."

Plaguing Hollywood for years is the multi-million dollar question: Should movie studios change the release date of a motion picture if it is scheduled to open against a strong competitor? Andrew Ainslie looks at movie sales in the context of competition. READ MORE

Anand Bodapati

"'RETAILER PROMOTION PLANNING: IMPROVING FORECAST ACCURACY AND INTERPRETABILITY' - Journal of Interactive Marketing, 20, 3-4, Summer/Autumn 2006"

This article considers the supermarket manager’s problem of forecasting demand for a product as a function of the product’s attributes and of market control variables. To forecast sales on the stock keeping unit (SKU) level, a good model should account for product attributes, historical sales levels, and store specifics, and to control for marketing mix. One of the challenges here is that many variables which describe product, store, or promotion conditions are categorical with hundreds or thousands of levels in a single attribute. Identifying the right product attributes and incorporating them correctly into a prediction model is a very difficult statistical problem. This article proposes an analytical engine that combines techniques from statistical market response modeling, datamining, and combinatorial optimization to produce a small, efficient rule set that predicts sales volume levels. READ MORE

Randy Bucklin

"EFFECTS OF WORD-OF-MOUTH VERSUS TRADITIONAL MARKETING: FINDINGS FROM AN INTERNET SOCIAL NETWORKING SITE"

A study of the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. WOM, along with traditional marketing, can then be linked to the number of new members subsequently joining the site (signups). Estimates show that word-of-mouth referrals have substantially longer carryover effects than traditional marketing actions. READ MORE

Dominique Hanssens

MARKETING ROI EXTENDS BEYOND THE BOTTOM LINE – Long Run Marketing Productivity - WATCH

"MARKETING ACTIVITIES IMPACT FIRM VALUE"

Investors reward brand equity, customer satisfaction, R&D, product quality and other intangibles as “intermediate metrics” that can be measured and shown to create shareholder value. READ MORE

WHAT DO WEB SHOPPERS THINK ABOUT SITES WITH PERSONALIZATION AND CUSTOMIZATION FEATURES? - WATCH

 

Sanjay Sood

SOME MOVIE SEQUELS MORE SUCCESSFUL WITH A NEW TITLE THAN A SEQUENTIAL ONE - WATCH

WHAT MARKETING STRATEGIES DO FIRMS USE TO SUCCESSFULLY BUILD GLOBAL BRANDS? - WATCH

"BRAND EXTENSIONS HOLD MORE PROMISE THAN PERIL: PARENT BRANDS TEND TO WITHSTAND FAILED EXTENSIONS"

More and more firms realize that some of their most valuable assets are the brand names associated with their products or services. Creating, maintaining, and enhancing the strength of those brands has become a key management imperative. One important advantage of having a strong brand is that it can facilitate acceptance of new products launched using that brand name, i.e., brand extensions. Because they reduce consumer risk and significantly lower the cost of introductory marketing programs, brand extensions have become the predominant new product strategy, and the last two decades have seen an explosion in the number of brand extensions. READ MORE

NEW BUSINESS MODELS LET BUYERS SET THE PRICE - REVERSE PRICING - WATCH