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Readings |
Background
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LKM Chapter 6 (Advertising) & Chapter 12
(Decision Support and Implementation).
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Lodish, Leonard M., Magid M. Abraham, Jeanne Livelsberger,
Beth Lubetkin, Bruce Richardson and Mary Ellen Stevens (1995),
“A Summary of Fifty-Five In-Market Experimental Estimates of
the Long Term Effect of TV Advertising,” Marketing Science,
14 (3), 2 of 2, G133-G40.
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Lodish, Leonard M. et al (1995), “How TV Advertising Works: A
Meta Analysis of 389 Real World Split Cable TV Advertising
Experiments,” Journal of Marketing Research, 32 (2),
125-139.
Long Term Effects
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Clarke, Darral G. (1976),
“Econometric Measurement of the Duration of Advertising Effect
on Sales,”
Journal of
Marketing Research,
13 (4) 345-357.
Co-Winner of
the 1981 William F. O’Dell Award.
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Dekimpe,
Marnik G. and Dominique M. Hanssens (1995),
“The Persistence of Marketing Effects on Sales,”
Marketing Science,
14 (1), 1-21.
Co-Winner of the 1995 John D. C. Little Award
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Mitra, Anusree and John G. Lynch Jr. (1995),
“Toward a Reconciliation of Market Power and Information
Theories of Advertising Effects on Price Elasticity,”
Journal of Consumer Research, 21 (4), 644-659.
1995 Journal of Consumer Research Ferber Award
Winner
Media Scheduling
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Naik, Prasad A., Murali Mantrala and Alan G. Sawyer (1998),
“Planning Media Schedules in the Presence of Dynamic
Advertising Quality,” Marketing Science, 17 (3),
214-235.
1998 Frank M. Bass Dissertation Paper Award
Winner.
Direct
Sales Force, Channels and Networks/Alliances
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Basu, Amiya
K., Rajiv Lal, V. Srinivasan and Richard Staelin (1985),
”Salesforce Compensation Plans: An Agency Theoretic
Perspective,” Marketing Science, 4 (4), 267-91.
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Balaubramanian, Sridhar (1998), “Mail versus Mall: A
Strategic Analysis of Competition Between Direct Marketers and
Conventional Retailers,” Marketing Science, 17 (3),
181-95.
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Amaldoss,
Wilfred, Robert J. Meyer, Jagmohan S. Raju and Amnon Rapoport
(2000), “Collaborating to Compete,” Marketing Science,
19 (2), 105-26. John D. C. Little
Award
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