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Content
May 2024, Volume 16, Issue 1
- 3-3 Editorial
by Heitmann Mark - 10-17 Generative AI for Marketing Content Creation: New Rules for an Old Game
by Heitmann Mark - 18-23 Beyond Prompt Engineering: Skills Marketers Need to Deploy Generative AI Successfully
by Acar Oguz A. - 24-29 Moving Beyond ChatGPT: Applying Large Language Models in Marketing Contexts
by Schweidel David A. & Reisenbichler Martin & Reutterer Thomas - 30-35 From Mundane to Creative: How AI Unburdens Sales Agents
by Luo Xueming & Jia Nan & Fang Zheng & Liao Chengcheng - 36-41 Double Impact: Harnessing Generative and Evaluative AIs for Effective Marketing Decisions
by Scheier Christian & Held Dirk - 42-48 Bye-bye Bias: What to Consider When Training Generative AI Models on Subjective Marketing Metrics
by Schamp Christina & Hartmann Jochen & Herhausen Dennis - 50-55 Beyond the Buzz: Creating Marketing Value with Generative AI
by Buder Fabian & Hesel Nina & Dietrich Holger - 56-61 One-Stop Campaigns: How Generative AI Is Transforming Digital Advertising: Interview with Adam Singolda, Founder and CEO of Taboola
by Heitmann Mark & Singolda Adam
November 2023, Volume 15, Issue 2
- 3-3 Editorial: Virtual Consumer Experiences
by Pfeiffer Jella - 10-17 From E-Commerce to Virtual Commerce: The Exciting Opportunities of Virtual Shopping
by Pfeiffer Jella - 18-23 In Search of a Head Start: Marketing Opportunities in the Metaverse
by Dwivedi Yogesh K. & Hughes Laurie - 24-29 Boosting Brands with Augmented Reality: Why and When it Works
by Rauschnabel Philipp A. - 30-35 Closing the Customer Imagination Gap with Augmented and Virtual Reality
by Hilken Tim & Heller Jonas & Mahr Dominik - 36-41 The Homunculus in the Metaverse: Is Virtual Reality Prepared for Our SevenSenses?
by Pfeiffer Thies - 42-47 Neuroscience Goes Virtual: How to Measure Consumers‘ Responses in Extended Realities
by Bigné Enrique - 48-53 Eye Contact Matters for Consumer Trust – Even with Robots
by Kaiser Carolin & Schallner René & Manewitsch Vladimir - 54-59 Diving into a New Reality: How Immersive Experiences along the Customer Journey Succeed : Interview with Julian Weiss, CEO and founder of headraft
by Pfeiffer Jella & Weiss Julian
May 2023, Volume 15, Issue 1
- 3-3 Editorial: Marketing Dashboards - The Next Generation
by Reibstein Dave & Pauwels Koen - 10-17 The Modern Marketing Dashboard: Back to the Future
by Pauwels Koen & Reibstein David J. - 18-23 Metrics for Marketing Decisions: Drivers and Implications for Performance
by Mintz Ofer - 24-31 Finding the Right Metrics to Manage Multi-Channel Distribution
by Ailawadi Kusum L. & Farris Paul W. - 32-39 The What, Why and How of ESG Dashboards
by Bhattacharya CB & Zaman Mostafa - 40-44 Compensation-Related Metrics and Marketing Myopia
by Artz Martin & Mizik Natalie - 46-53 Monitoring Marketing Sources of Brand Reputation Risk
by Fournier Susan & Srinivasan Shuba - 54-59 Brand Purpose and Brand Success
by Zürn Michael & Buder Fabian & Unfried Matthias - 60-63 Dashboards: From Performance Art to Decision Support
by Reibstein David & Hoyne Neil & Pauwels Koen
November 2022, Volume 14, Issue 2
- 3-3 Editorial
by Skiera Bernd - 11-17 Challenges of Marketing Automation: Linking MarTech & SalesTech
by Skiera Bernd - 19-23 Hybrid Marketing Is Here to Stay: Preparing the Marketing Operation Environment
by Lark Andy & Bonfrer André - 25-29 Consumer Experiences with Marketing Technology: Solving the Tensions Between Benefits and Costs
by Puntoni Stefano & Reczek Rebecca Walker & Giesler Markus & Botti Simona - 31-35 Building a Revenue Engine – Scaling Up Sales Automation
by Storbacka Emma & Storbacka Kaj - 37-41 The Robot and I: The Rise of Hybrid ServiceTeams
by Wirtz Jochen & Paluch Stefanie & Kunz Werner - 43-47 Metaverse Marketing
by Hennig-Thurau Thorsten & Ognibeni Björn - 49-53 The Next Frontier in Intelligent Augmentation: Human-Machine Collaboration in Strategic Marketing Decision-Making
by Hesel Nina & Buder Fabian & Unfried Matthias - 54-59 The Role of Technology in Modern Marketing: Interview with Scott Brinker, blog author and MarTech pioneer
by Skiera Bernd & Scott Brinker
April 2022, Volume 14, Issue 1
- 3-3 Editorial
by Scaraboto Daiane - 11-17 Sustainable Consumption: More Using, Less Shopping
by Scaraboto Daiane - 19-23 Socially Responsible Consumers – A Trojan Horse of Neoliberalism?
by Thompson Craig & Kumar Ankita - 25-29 Good Intentions – Thoughtless Buying Decisions: Understanding and Breaking Barriers to Ethical Consumption
by Reczek Rebecca Walker & Irwin Julie & Zane Danny - 31-35 Vegans and Vaccines: A Tale of Competing Identity Goals
by Beverland Michael B. - 37-41 No More Plastic Bags: Overcoming Consumer Resistance to Sustainability Regulation
by Joubert Alison M. & Gonzalez-Arcos Claudia & Scaraboto Daiane & Sandberg Jorgen & Guesalaga Rodrigo - 43-47 Clicking Our Way to Conscious Consumption
by Kozinets Robert V. - 49-53 Better Product Labels for Better Consumer Choices
by Stoltenberg Birgit & Unfried Matthias & Manewitsch Vladimir - 54-59 Save Your Wardrobe: Supporting Sustainable and Mindful Clothing Consumption : Interview with consumer researchers Deirdre Shaw and Kat Duffy from the University of Glasgow
by Scaraboto Daiane & Shaw Deirdre & Duffy Kat
November 2021, Volume 13, Issue 2
- 3-3 Editorial
by Korschun Daniel - 10-17 Brand Activism Is Here to Stay: Here’s Why
by Korschun Daniel - 18-25 Turning Socio-Political Risk to Your Brand’s Advantage
by Fournier Susan & Srinivasan Shuba & Marrinan Patrick - 26-31 Should Your Brand Pick a Side? How Market Share Determines the Impact of Divisive Corporate Political Stances
by Hydock Chris & Paharia Neeru & Blair Sean - 32-37 Boycott or Buycott: The Aftermath of Corporate Activism
by Warren Nooshin L. - 38-43 Lobbying and the Like: Managing the Regulatory Environment
by Martin Kelly & Josephson Brett & Vadakkepatt Gautham & Johnson Jean - 44-49 Tweeter-in-Chief Donald J. Trump: How Social Media Can Be the Downfall of Your Brand
by Hill Ron & Mazvancheryl Sanal & Wright Ben - 50-55 Purpose Beyond Profit: Things That Matter When Millennials Go Job Hunting
by Buder Fabian & Kittinger-Rosanelli Christine
May 2021, Volume 13, Issue 1
- 3-3 Editorial
by Wiertz Caroline - 10-17 Illuminating the Dark: Exploring the Unintended Consequences of Digital Marketing
by Wiertz Caroline & Kittinger-Rosanelli Christine - 18-23 Marketing Automation: Marketing Utopia or Marketing Dystopia?
by Wertenbroch Klaus - 24-29 Algorithm-Based Advertising: Unintended Effects and the Tricky Business of Mitigating Adverse Outcomes
by Lambrecht Anja & Tucker Catherine - 30-35 Metrics Gone Wrong: What Managers Can Learn from the 2016 US Presidential Election
by Kübler Raoul & Pauwels Koen - 36-41 Ghosts in the Dark: How to Prepare for Times of Hyper-Privacy
by Thomaz Felipe - 42-45 Instead of People Using Technology, Technology Is Using People
by Rushkoff Douglas - 46-51 The Illusion of Free Choice in the Age of Augmented Decisions
by Buder Fabian & Pauwels Koen & Daikoku Kairun - 52-57 Young but not Naive: Leaders of Tomorrow Expect Limits to Digital Freedom to Preserve Freedom
by Gaspar Claudia & Dieckmann Anja
November 2020, Volume 12, Issue 2
- 3-3 Editorial
by Eckhardt Giana M. - 10-17 Playing the Trust Game Successfully in the Reputation Economy
by Eckhardt Giana M. - 18-21 Reaching for the Stars: The Role and Value of Digital Reputation
by Gandini Alessandro - 22-27 Navigating by the Stars: Current Challenges for Ensuring Trust in the Sharing Economy
by Möhlmann Mareike & Teubner Timm - 28-33 Detecting and Mitigating Discrimination in Online Platforms: Lessons from Airbnb, Uber, and Others
by Luca Michael & Svirsky Dan - 34-39 Tit for Tat? The Difficulty of Designing Two-Sided Reputation Systems
by Holtz David & Fradkin Andrey - 41-45 Tales from the Land of Consumer Reviews: Taking a Closer Look at Lurkers and Writers
by Mafael Alexander & Gottschalk Sabrina - 46-51 It’s the Story, Stupid: The Consumer Reviews Most Likely to Influence Purchasing Decisions
by van Laer Tom - 56-61 Thrilled or Upset: What Drives People to Share and Review Product Experiences?
by Dieckmann Anja & Unfried Matthias
May 2020, Volume 12, Issue 1
- 3-3 Editorial
by Matzler Kurt - 10-17 Crowd Innovation: The Philosopher’s Stone, a Silver Bullet, or Pandora’s Box?
by Matzler Kurt - 18-23 How to Manage Crowdsourcing Platforms Effectively
by Blohm Ivo & Zogaj Shkodran & Bretschneider Ulrich & Leimeister Jan Marco - 25-29 Strategies for Leveraging Crowds
by Dahlander Linus & Piezunka Henning - 30-35 How to Prevent Crowdsourcing Disasters and Leverage Positive Side Effects of Open Innovation
by Füller Johann & Hutter Katja & Kröger Niclas - 36-41 Open Strategy: The Inclusion of Crowds in Making Strategies
by Stadler Christian & Hautz Julia & von den Eichen Stephan Friedrich - 42-47 Motivating Crowds to Do Good: How to Build Crowdsourcing Platforms for Social Innovation
by Kohler Thomas & Chesbrough Henry - 48-54 Crowdsourcing at NASA: About the Work Behind Having Others Do the Work: Interview with Ryon Stewart, Challenge Coordinator at NASA’s Center of Excellence for Collaborative Innovation (CoECI) explains how NASA benefits from crowd projects
by Stewart Ryon - 56-59 Case Study “Crowdsourcing@Rivella”: In Search of New Flavors
by Brauen Silvan
November 2019, Volume 11, Issue 2
- 3-3 Editorial
by Hildebrand Christian - 10-17 The Machine Age of Marketing: How Artificial Intelligence Changes the Way People Think, Act, and Decide
by Hildebrand Christian - 18-23 Using Consumers’ Digital Footprints for More Persuasive Mass Communication
by Matz Sandra & Kosinski Michal - 24-29 Let the Machine Decide: When Consumers Trust or Distrust Algorithms
by Castelo Noah & Bos Maarten W. & Lehmann Donald - 30-35 When Humanizing Customer Service Chatbots Might Backfire
by Hadi Rhonda - 36-41 AI-Driven Sales Automation: Using Chatbots to Boost Sales
by Hildebrand Christian & Bergner Anouk - 42-47 The Thorny Challenge of Making Moral Machines: Ethical Dilemmas with Self-Driving Cars
by Awad Edmond & Bonnefon Jean-François & Shariff Azim & Rahwan Iyad - 48-53 Understanding Consumer Preferences from Social Media Data
by Taylor Bradley
May 2019, Volume 11, Issue 1
- 10-17 Reinventing the Retailer: Retaining Relevance and Customer Access
by Reinartz Werner - 18-23 Digitalized Interactive Platforms: Turning Goods and Services into Retail Co-Creation Experiences
by Ramaswamy Venkat & Ozcan Kerimcan - 24-29 Keeping Loyalty Programs Fit for the Digital Age
by Dorotic Matilda - 30-35 The Perils of Retail Price Differentiation: Why Nobody Wins When Customers Lose
by Reinartz Werner & Wiegand Nico - 36-40 Big Data and Analytics in Retailing
by Shankar Venky - 42-47 E-Commerce in a Physical Store: Which Retailing Technologies Add Real Value?
by Linzbach Peter & Inman J. Jeffrey & Nikolova Hristina - 48-53 Technologies Turning Future Brick-and-Mortar Stores into Data-Rich Environments
by Buder Fabian & Dieckmann Anja & Dietrich Holger & Wieting Julia
October 2018, Volume 10, Issue 2
- 3-3 Editorial: Consumers and the Internet of Things
by Hoffman Donna L. & Novak Thomas P. - 10-17 The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives
by Hoffman Donna L. & Novak Thomas P. - 18-23 Amazing Machines and the Quest for Meaning in Consumption
by Puntoni Stefano - 24-28 IoT Stories: The Good, the Bad and the Freaky
by Giesler Markus & Fischer Eileen - 30-35 Internet of Things: How to Avoid Short-Term Errors and Ensure Lasting Adoption
by Downes Larry - 36-41 The Complex Network of Things: When Technology is Making the Deal
by Rand William - 42-47 Internet of Things – Will Humans be Replaced or Augmented?
by Pavlou Paul A. - 48-53 Connecting Everything With Everything: The Sky is the Limit. Interview with Linden Tibbets, Co-founder and CEO of the services platform IFTTT, San Francisco, CA, USA
by Hoffman Donna & Novak Tom & Tibbets Linden - 54-59 Connecting the World and Reinventing Customer Centricity
by Aunkofer Rudolf
May 2018, Volume 10, Issue 1
- 3-3 Editorial: Brand Risk
by Fournier Susan & Srinivasan Shuba - 10-17 Branding and the Risk Management Imperative
by Fournier Susan & Srinivasan Shuba - 18-23 How Truthiness, Fake News and Post-Fact Endanger Brands and What to Do About It
by Berthon Pierre & Treen Emily & Pitt Leyland - 24-28 When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge
by Walker Chip - 30-33 Managing the Human in Human Brands
by Fournier Susan & Eckhardt Giana - 34-39 Don’t Get Eaten! Understanding and Handling Cannibalization Risk
by Mason Charlotte & Jayaram Kaushik - 40-45 How Consumers’ Styles of Thinking Can Control Brand Dilution
by Monga Alokparna Basu & Hsu Liwu - 46-51 Marketing Spending and Brand Performance Volatility
by Fischer Marc & Shin Hyun & Hanssens Dominique M. - 52-57 The Frontlines of Brand Risk: GfK MIR Interview with Patrick Marrinan, Managing Principal of Marketing Scenario Analytica, New York City, USA
by Fournier Susan & Srinivasan Shuba - 58-63 At-Risk Brand Relationships and Threats to the Bottom Line
by Hupp Oliver & Robbins David & Fournier Susan
November 2017, Volume 9, Issue 2
- 3-10 Editorial: Connected Consumer
by Stephen Andrew T. - 11-18 Here Comes the Hyper-Connected Augmented Consumer
by Stephen Andrew T. - 19-24 The Medium Shapes the Message: The Surprising Negative Spin of Close Friends’ Word-of-Mouth
by Dubois David - 25-30 Product Seeding: Word-of-Mouth Effects For and Beyond the Focal Product
by Bart Yakov - 31-36 Social TV: How Social Media Activity Interacts With TV Advertising
by Fossen Beth L. & Schweidel David A. - 37-42 Increasing the Effectiveness of Mobile Advertising by Using Contextual Information
by Andrews Michelle - 43-48 Seeding on Moving Ground: How Understanding Network Instability Can Improve Message Dissemination
by Muchnik Lev & Goldenberg Jacob - 49-54 Recreating Intimacy With Connected Consumers
by Stephen Andrew & Ahmad Yasmeen - 55-58 Brand Communication in a Digitalized World
by Kecskes Robert
May 2017, Volume 9, Issue 1
- 3-3 Editorial
by Reddy Srinivas & Reinartz Werner - 10-17 Digital Transformation and Value Creation: Sea Change Ahead
by Reddy Srinivas K. & Reinartz Werner - 18-23 Business Model Innovation: How to Create Value in a Digital World
by Zott Christoph & Amit Raphael - 24-29 Platform Business: From Resources to Relationships
by Van Alstyne Marshall & Parker Geoffrey - 30-35 Are You Too Successful to Digitalize? How to Fight Innovation Blindness
by Neus Andreas & Buder Fabian & Galdino Fernando - 36-41 Crowdfunding: Financing Ventures in the Digital Era
by Reddy Srinivas K. & Tan Yee Heng - 42-47 From Point of Sale to Point of Need: How Digital Technology Is Transforming Retailing
by Reinartz Werner & Imschloß Monika - 48-52 Smart Cities, Livable Cities
by Menon Anil - 53-56 Effective Display Advertising: Improving Engagement with Suitable Creative Formats
by Bruce Norris I.
November 2016, Volume 8, Issue 2
- 3-3 Editorial
by Skiera Bernd - 10-17 Data, Data and Even More Data: Harvesting Insights From the Data Jungle
by Skiera Bernd - 18-23 Marketing and Data Science: Together the Future is Ours
by Chintagunta Pradeep & Hanssens Dominique M. & Hauser John R. - 24-29 On Storks and Babies: Correlation, Causality and Field Experiments
by Lambrecht Anja & Tucker Catherine E. - 30-37 Tell Me Where You Are and I’ll Tell You What You Want: Using Location Data to Improve Marketing Decisions
by Spann Martin & Molitor Dominik & Daurer Stephan - 38-43 Using Big Data for Online Advertising Without Wastage: Wishful Dream, Nightmare or Reality?
by Grether Mark - 44-49 The Art of Creating Attractive Consumer Experiences at the Right Time: Skills Marketers Will Need to Survive and Thrive
by Lemon Katherine N. - 50-55 Data Analysis Trumps Specialist Advice: How Direct Banks Function
by Skiera Bernd - 56-63 Big Data in Market Research: Why More Data Does Not Automatically Mean Better Information
by Bosch Volker
May 2016, Volume 8, Issue 1
- 3-3 Editorial: Responsible Marketing
by Bhattacharya CB - 36-41 Branding Raw Material to Improve Human Rights: Intel’s Ban on Conflict Minerals
by Osburg Thomas - 42-45 Communicating Eco-Friendly Benefits: Why Accidental Improvements May Be Better Received by Consumers
by Newman George E. & Dhar Ravi & Gorlin Margarita
November 2015, Volume 7, Issue 2
- 3-3 Editorial
by Landwehr Jan R. & Herrmann Andreas - 8-15 Marketing and Product Design: A Rocky Love Affair
by Landwehr Jan R. & Herrmann Andreas - 16-21 Design for Affect: A Core Competency for the 21st Century
by Chitturi Ravindra - 22-26 Choosing Beauty and Feeling Good: How Attractive Product Design Increases Self-Affirmation
by Townsend Claudia - 27-27 Here’s Lookin’ at You, Kid: On the Instinctive Attractive Effect of Product Faces
by Landwehr Jan R. - 28-33 Strategically Integrated Design – Helping Brands to Keep Their Promises
by Krohn Michael - 34-39 Predicting Preferences for Innovative Design: The “Repeated Evaluation Technique” (RET)
by Carbon Claus-Christian - 40-45 Beyond Aesthetics: Seeing Form and Believing in Function
by Hoegg JoAndrea - 52-57 How Good is Your User Experience? Measuring and Designing Interactions
by Wildner Raimund & Kittinger-Rosanelli Christine & Bosenik Tim
May 2015, Volume 7, Issue 1
- 8-15 Truly Accountable Marketing: The Right Metrics for the Right Results
by Pauwels Koen - 16-21 Marketing and Organic Revenue Growth
by Lehmann Donald R. - 22-27 Closing the Gap between Marketing and Finance: The Link to Driving Wise Marketing Investment
by Reibstein David J. - 28-33 Mind-Set Metrics: Consumer Attitudes and the Bottom Line
by Srinivasan Shuba - 34-41 True Synergy for Real Effects: How to Control Integrated Marketing Successfully
by Naik Prasad A. & Peters Kay - 42-47 Keeps Working and Working and Working … The Long-Term Impact of Advertising
by Hanssens Dominique - 54-60 The Long-Term ROI of TV Advertising in a Digital World
by Wildner Raimund & Modenbach Guido
November 2014, Volume 6, Issue 2
- 3-3 Editorial
by Kozinets Robert V. - 8-15 Social Brand Engagement: A New Idea
by Kozinets Robert V. - 16-20 The Megaphone Effect in Social Media: How Ordinary Consumers Become Style Leaders
by McQuarrie Edward F. & Phillips Barbara J. - 21-21 Between the Suit and the Selfie: Executives’ Lessons on the Social “Micro-Celebrity”
by Kozinets Robert V. & Cerone Stefano - 22-27 Lost in Translation: The Social Shaping of Marketing Messaging
by Kozinets Robert V. & de Valck Kristine & Wojnicki Andrea & Wilner Sarah J. S. - 28-33 Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web
by Deighton John & Kornfeld Leora - 34-39 Participatory Culture: From Co-Creating Brand Meaning to Changing the World
by Jenkins Henry - 40-45 For Us and by Us: The Charm and Power of Community Brands
by Füller Johann - 46-51 Creating Sustainable Digital Experiences
by Kozinets Robert V. - 52-58 Follow the Connections! Finding the Big Picture of Internet Communications
by Maireder Axel
May 2014, Volume 6, Issue 1
- 3-3 Editorial
by Gröppel-Klein Andrea - 16-21 Stressed Out: How Stress Develops and How to Cope with it
by Mortillaro Marcello & Scherer Klaus R. - 34-39 There´s No Passion; I Need Passion: Why Some Brands Excite Consumers So Much
by Hemetsberger Andrea
November 2013, Volume 5, Issue 2
- 7-7 Editorial
by Diller Hermann - 8-12 Positive, Negative or Not at All? What Drives Consumers to Post (Accurate) Product Reviews?
by Moe Wendy W. & Schweidel David A. - 13-17 User-Generated Content and Stock Performance: Does Online Chatter Matter?
by Tellis Gerard J. & Tirunillai Seshadri - 18-23 Designing Viral Product Features for Broader Reach
by Aral Sinan & Walker Dylan - 24-27 Brand Communication with Branded Smartphone Apps: First Insights on Possibilities and Limits
by Bellman Steven & Treleaven-Hassard Shiree & Robinson Jennifer A. & Varan Duane & Potter Robert F. - 28-33 Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping
by Avery Jill & Steenburgh Thomas J. & Deighton John & Caravella Mary - 34-39 Buying in Multiple Stores: Shopping Strategies Beyond Price Promotions and Their Effects on Store Competition
by Gijsbrechts Els & Campo Katia & Nisol Patricia - 40-45 If You Go, I Will Follow … Social Effects on the Decision to Terminate a Service
by Nitzan Irit & Libai Barak - 46-52 Identifying Metrics That Matter: What Are the Real Key Performance Indicators (KPIs) That Drive Consumer Behavior?
by Lautman Martin R. & Pauwels Koen
May 2013, Volume 5, Issue 1
- 7-7 Editorial
by Diller Hermann - 8-11 Do Referral Programs Increase Profits
by Schmitt Philipp & Skiera Bernd & Bulte Christophe Van den
November 2012, Volume 4, Issue 2
- 4-5 Editorial
by Diller Hermann - 8-15 When Is Enough Enough? Balancing on the Fine Line in Multichannel Marketing Communications
by Godfrey Andrea & Seiders Kathleen & Voss Glenn B. - 16-23 To Close or not to Close? Assessing the Impact of Outlet Closures on Retail Chains
by Haans Hans & Gijsbrechts Els - 24-28 I Will … Sooner or Later. Predicting Whether and When Consumers Intend to Adopt New Technologies
by van Ittersum Koert & Feinberg Fred M. - 29-31 Off-The-Shelf or Tailored to Your Needs: Is Customization Always Superior?
by Bharadwaj Neeraj & Walker Naylor Rebecca & Hofstede Frenkel Ter - 32-41 Sibling Rivalry: Estimating Cannibalization Rates for Innovations
by van Heerde Harald J. & Srinivasan Shuba & Dekimpe Marnik G. - 42-51 Jetstar Airways: How Modeling Guided the Brand Migration Strategy of a Low-Cost Carrier
by Roberts John & Danaher Peter & Roberts Ken & Simpson Alan - 52-57 Creating Crystal Experiences MIR talks to Alexander Linder, Director Corporate Consumer and Market Insights (CCMI), Daniel Swarovski Corporation AG
by Kittinger-Rosanelli Christine
May 2012, Volume 4, Issue 1
- 4-5 Editorial
by Diller Hermann - 14-23 To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance
by Teixeira Thales & Wedel Michel & Pieters Rik - 24-31 A Closer Look at Emotional Intelligence in Marketing Exchange
by Kidwell Blair & Hardesty David M. & Murtha Brian R. & Sheng Shibin - 32-41 Seeding a Message to Harvest Reach. Predicting and Optimizing the Spread of Electronic Word-of-Mouth
by van der Lans Ralf & van Bruggen Gerrit & Wierenga Berend & Eliashberg Jehoshua - 42-49 Measuring Consumers’ Willingness to Pay. Which Method Fits Best?
by Miller Klaus M. & Krohmer Harley & Hofstetter Reto & Zhang Z. John - 50-59 Dynamically Allocating the Marketing Budget. How to Leverage Profits across Markets, Products and Marketing Activities
by Fischer Marc & Albers Sönke & Wagner Nils & Frie Monika - 60-65 MIR talks to Jeffrey S. Cooper, Director of Consumer Insights CPW-Cereal Partners Worldwide
by Jolibert Alain