Background

1. Lehmann, Donald R. (2004), “Metrics for Making Marketing Matter,” & Rust et al (2004), “Measuring Marketing Productivity:  Current Knowledge and Future Directions,” Journal of Marketing, 68 (4), 73-89.  [These two essays introduce JM’s special section on this topic.  You may wish to look over all the articles in the special section.]

2. LKM Appendix C (Aggregate Market Response Models) & Appendix D (Model Calibration).

3. Jacobson, Robert and David Aaker (1985), “Is Market Share All That It’s Cracked Up to Be?”Journal of Marketing, 49, (4), 11-22.  1985 Alpha Kappa Psi [H. Paul Root] Award.  This article is an example of classic industrial organization (I/O) research.  It grew out of the Profit Impact of Marketing Strategy (PIMS) research initiative at MSI.

Long Term Effectiveness of Marketing Variables

4. Anderson, Eugene, Claes Fornell and Roland T. Rust (1997), “Customer Satisfaction, Productivity and Profitability:  Differences Between Goods and Services,” Marketing Science, 16 (2), 129-45. [This article is one of many papers based on the ACSI, usually authored by Fornell or Anderson with others.]

5. Dekimpe, Marnik G. and Dominique M. Hanssens (1999), “Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability,” Journal of Marketing Research, 36 (4), 397-412. 2000  Paul E. Green Award

6. Mela, Carl F., Sunil Gupta and Donald R. Lehmann (1997), “The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice,” Journal of Marketing Research, 34 (2), 248-261. 1998 Paul E. Green Award and 2002 William F. O’Dell Award

7. Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml (2004), "Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing, 68 (1), 109-27.  2004 Marketing Science / H. Paul Root Award

Marketing Efforts and Shareholder Value

8. Gupta, Sunil, Donald R. Lehmann, and Jennifer Ames Stuart (2004), "Valuing Customers," Journal of Marketing Research, 41 (7), 7-18.   2005 Paul E. Green Award

9. Anderson, Eugene, Claes Fornell, and Sanal K. Mazvancheryl (2004), “Customer Satisfaction and Shareholder Value,” Journal of Marketing, 69 (4), 172-185.

10. Julian Villanueva, Shijin Yoo, Dominique M. Hanssens (2006), “The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity,” Marketing Science Institute Report, 06-003.

1. There has been a resurgence of interest in the link between marketing and business performance, with a focus on shareholder value as the focal dependent variable, rather than market share, sales, profits or ROI.  Identify one or more “new” research questions. What is the appropriate dependent variable?  What are its antecedents?

2. How might context effects moderate the effects of marketing activities on shareholder value?  You may wish to read:

• Mizik, Natalie and Robert Jacobson (2005), “How Brand Attributes Drive Financial Performance,” Marketing Science Institute Report # 05-111.

3. What decision support systems are required for managers to effectively and efficiently manage resources that maximize profitability and (ultimately) shareholder value?  Are “marketing dashboards” the answer?

1.  Write a critical review of two articles.

2.  Write a two or three page (double-spaced) answer to one of the discussion questions.