| Category: Video |
Year Published |
| Marketing DOs and DONTs during a recession |
2020 |
| How can you encourage the adoption and usage of your branded apps? |
2019 |
| What does a sensation-seeking CEO mean for your company’s innovation and stock price? |
2018 |
| Marketing Strategy as a Marathon: how data and analytics help |
2015 |
| The cure for schizophrenic marketing: Allocating Marketing Budgets based on the full Customer Journey |
2013 |
| The Far Far East: Fast moving consumer good branding in a developing market |
2011 |
| Category: Metrics |
|
| ChallengesinMeasuringReturnonMarketingInvestmentPauwelsReibtstein
How Social Media drove the 2016 US Presidential Election: a longitudinal topic and platform analysis
|
2020 |
When and why attitude surveys still matter in the consumer decision journey: Enduring attitudes and contextual interest
|
2019 |
| A broader view on brands’ growth and decline |
2019 |
| Demonstrating the Value of Marketing |
2016 |
| Truly Accountable Marketing: the right metrics for the right results |
2015 |
| Consumer Attitude Metrics For Guiding Marketing Mix Decisions |
2014 |
| Social Media Metrics – A Framework and Guidelines for Managing Social Media |
2013 |
| Winning Hearts, Minds and Sales: How Marketing Communication Enters the Purchase Process in Emerging and Mature Markets |
2013 |
| The Formation, Evolution, and Replacement of Price-Quality Relationships |
2013 |
| The cure for schizophrenic marketing: Allocating Marketing Budgets based on the full Customer Journey |
2013 |
| Practice-Prize Paper: Marketing’s Profit Impact: Quantifying Online and Offline Funnel Progression |
2011 |
| Mindset Metrics in Market Response Models: An Integrative Approach |
2010 |
| Dashboards as a Service: Why, What, How and What Research is Needed? |
2009 |
| What is Important? Identifying Metrics that Matter |
2009 |
| Performance Regimes and Marketing Policy Shifts |
2007 |
| Category: Product |
|
| The asymmetric effect of warranty payments on firm value: The moderating role of advertising, R&D, and industry concentration
How CEO/CMO characteristics affect innovation and stock returns: Findings and future directions
How can you encourage the adoption and usage of your branded apps? |
2019 |
| The Formation, Evolution, and Replacement of Price-Quality Relationships |
2013 |
| What is special about marketing organic products? How organic assortment, price, and promotions drive retailer performance |
2013 |
| Assessing Consequences of Component Sharing Across Brands in the Vertical Product Line in the Automotive Market |
2012 |
| Product innovations, marketing investments and stock returns |
2009 |
| The impact of brand equity and innovation on the long-term effectiveness of promotions |
2008 |
| The impact of brand equity and innovation on the long-term effectiveness of promotions |
2008 |
| New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry |
2004 |
| How dynamic consumer response, competitor response, company support, and company inertia shape long-term marketing effectiveness |
2004 |
| Category: Price |
|
| App popularity: Where in the world are consumers sensitive to price, ratings and product characteristics |
2018 |
| Pricing Best Sellers and Traffic Generators: The Role of Asymmetric Cross-selling |
2018 |
| Fanning the Flames? How Media Coverage of a Price War Impacts Retailers, Consumers, and Investors |
2015 |
| The Formation, Evolution, and Replacement of Price-Quality Relationships |
2013 |
| Retailer Pricing and Competitive Effects |
2009 |
| Winners and Losers in a Major Price War |
2008 |
| The impact of brand equity and innovation on the long-term effectiveness of promotions |
2008 |
| Moving from Free to Fee: How Online Firms Market to Successfully Change the Business Model |
2008 |
| Demand-Based Pricing Versus Past-Price Dependence: A Cost-Benefit Analysis |
2008 |
| How retailer and competitor decisions drive the long-term effectiveness of manufacturer promotions for fast-moving consumer goods |
2007 |
| Retail-Price Drivers and Retailer Profits |
2007 |
| When do price threshold matter in retail categories? |
2007 |
| Do Promotions Benefit Retailers, Manufacturers, or Both |
2004 |
| The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice and Purchase Quantity |
2002 |
| Category: Place |
|
O2O lifts profits, even offline sales
|
2020 |
| The Impact of Adding Online-to-Offline Channels on Firm’s Offline and Total Revenues |
2019 |
| Building with Bricks and Mortar: The Revenue Impact of Opening Physical Stores in a Multichannel Environment |
2015 |
| The hare and the tortoise: do earlier adopters of online channels purchase more? |
2015 |
| Practice-Prize Paper: Marketing’s Profit Impact: Quantifying Online and Offline Funnel Progression |
2011 |
| Does online information drive offline revenues? Only for specific products and consumer segments |
2011 |
| Private-Label Use and Store Loyalty |
2008 |
| New Benefits from Adding an Old Channel |
2008 |
| Who benefits from store brand entry? |
2004 |
| Category: Promotion |
|
| O2O lifts profits, even offline sales |
2020 |
| The Impact of Brand Familiarity on Online and Offline Media Synergy |
2016 |
| The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework |
2016 |
| Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance |
2016 |
| Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity |
2015 |
| How Online Consumer Segments Differ in Long-term Marketing Effectiveness |
2014 |
| Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising |
2013 |
| Practice-Prize Paper: Marketing’s Profit Impact: Quantifying Online and Offline Funnel Progression |
2011 |
| How dynamic consumer response, competitor response, company support, and company inertia shape long-term marketing effectiveness |
2004 |
| Category: Social Media & WOM |
|
| Social media’s impact on the consumer mindset: When to use which sentiment extraction tool? |
2019 |
| Deriving Value from Conversations about your Brand |
2019 |
| Social Media and Customer-Based Brand Equity: An Empirical Investigation in the Retail Industry |
2018 |
| Battle of the Brand Fans: Impact of brand Attack and Defense on social media |
2018 |
| Improving Consumer Mind-Set Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned |
2018 |
| Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance |
2016 |
| No Comment?! The Drivers of Reactions to Online Posts in Professional Groups. |
2016 |
| Social Media Metrics – A Framework and Guidelines for Managing Social Media |
2013 |
| Do You Want to be my “Friend”? Monetary Value of Word-of-Mouth Marketing in Online Communities |
2010 |
| Effects of Word of Mouth versus Traditional Marketing: Findings for an Internet Social Networking Site |
2009 |
| Category: Big Data |
|
| Informational Challenges in OmniChannel Marketing
Big and lean is beautiful: A conceptual framework for data-based learning in marketing management |
2019 |
| Combining big data and lean startup methods for business model evolution |
2017 |
| A marketing perspective on business models. |
2017 |
| Time Series Models of Pricing the Impact of Marketing on Firm Value |
2012 |
| Challenges in Measuring Return on Marketing Investment: Combining Research and Practice Perspectives |
2008 |
| Moving from Free to Fee: How Online Firms Market to Successfully Change the Business Model |
2008 |
| Modeling Marketing Dynamics by Time Series Econometrics |
2004 |
| Internet Marketing the News: Leveraging Brand Equity from Market Place to Market Space |
2000 |