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MKTG: Marketing Mix Decisions (Topic)

74,693 Total downloads

Viewing: 1 - 50 of 186 papers

1.

Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix

Management Science, Vol. 54, No. 3, pp. 477-491, 2008
Number of pages: 45 Posted: 15 Nov 2004 Last Revised: 22 Jun 2014
Accepted Paper Series
Tsinghua University, School of Economics & Management and University of Florida - Warrington College of Business Administration
Downloads 6,289
2.

Hierarchical Bayes Models: A Practitioners Guide

Number of pages: 44 Posted: 28 Jan 2005
Working Paper Series
Ohio State University (OSU) - Department of Marketing and Logistics, University of California, Los Angeles (UCLA) - Anderson School of Management and University of Chicago - Booth School of Business
Downloads 6,078
3.

From Marketing Mix to E-Marketing Mix: A Literature Overview and Classification

International Journal of Business and Management, Vol. 4, No. 9, pp. 17-24, 2009
Number of pages: 7 Posted: 20 Nov 2011 Last Revised: 19 Aug 2014
Accepted Paper Series
University of Palermo - d/SEAS
Downloads 5,375
4.

Marketing Analysis in Project Evaluation

Harvard Institute for International Development, Development Discussion Paper No. 341
Number of pages: 58 Posted: 16 Apr 2001 Last Revised: 10 Nov 2008
Working Paper Series
Queen's University - John Deutsch Institute for the Study of Economic Policy
Downloads 4,071
5.

Engaging the Consumer Through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand

Journal of Advertising Research, Vol. 46, No. 4, pp. 420-433, 2006
Number of pages: 31 Posted: 17 Jan 2012
Accepted Paper Series
University of Texas at Austin, affiliation not provided to SSRN, Xavier University and University of South Alabama
Downloads 2,872
6.

A Nearly Perfect Market?

Number of pages: 41 Posted: 20 Oct 2003 Last Revised: 09 Jun 2014
Working Paper Series
Massachusetts Institute of Technology (MIT) - Sloan School of Management, Federal Reserve Bank of New York and Carnegie Mellon University - H. John Heinz III School of Public Policy and Management
Downloads 2,041
7.

Effects of TV Advertising on Keyword Search

Number of pages: 46 Posted: 07 Dec 2010 Last Revised: 16 Dec 2014
Working Paper Series
University of California, Riverside - School of Business, University of California, San Diego (UCSD) - Rady School of Management and University of Minnesota - Carlson School of Management
Downloads 1,980
8.

Structural Modeling in Marketing: Review and Assessment

Number of pages: 28 Posted: 13 Sep 2004
Working Paper Series
University of Chicago, University of California, Berkeley - Marketing Group, University of California, Los Angeles (UCLA) - Anderson School of Management and University of Maryland - Robert H. Smith School of Business, Marketing Department
Downloads 1,847
9.

Modeling Dynamic Effects of the Marketing Mix on Market Shares

ERIM Report Series Reference No. ERS-2003-044-MKT
Number of pages: 32 Posted: 26 Aug 2006
Working Paper Series
Econometric Institute - Erasmus University Rotterdam, Erasmus University Rotterdam (EUR) - Department of Econometrics and Erasmus University Rotterdam (EUR) - Department of Econometrics
Downloads 1,648
10.

Marketing Mix from Islamic Marketing Perspective

Number of pages: 17 Posted: 07 Mar 2012
Working Paper Series
International Islamic University of Malaysia (IIUM)
Downloads 1,632
11.

How Brand Awareness Relates to Market Outcome, Brand Equity and the Marketing Mix

Journal of Business Research, Vol. 65, No. 1, pp. 92-99, 2012
Number of pages: 41 Posted: 13 Feb 2013
Accepted Paper Series
Shanghai University of Finance and Economics and McGill University
Downloads 1,599
12.

Marketing Strategies for Products with Cross-Market Network Externalities

Yale SOM Working Paper No. PhD-01
Number of pages: 42 Posted: 26 Dec 2000
Working Paper Series
Princeton University - Woodrow Wilson School of Public and International Affairs
Downloads 1,522
13.

Digital Marketing Strategies that Millennials Find Appealing, Motivating, or Just Annoying

Journal of Strategic Marketing, Forthcoming
Number of pages: 27 Posted: 15 Oct 2010 Last Revised: 05 Nov 2010
Working Paper Series
Texas A&M University-Corpus Christi-College of Business
Downloads 1,377
14.

Shift of Marketing Mix to E-Marketing Mix: The Birth to New Era

Number of pages: 5 Posted: 29 Jan 2012
Working Paper Series
affiliation not provided to SSRN
Downloads 1,349
15.

Online Social Interactions: A Natural Experiment on Word of Mouth Versus Observational Learning

Number of pages: 55 Posted: 08 Nov 2009 Last Revised: 22 Jun 2014
Working Paper Series
Tsinghua University, School of Economics & Management, Binghamton University and University of Florida - Warrington College of Business Administration
Downloads 1,257
16.

From 4Ps to SAVE: A Theoritical Analysis of Various Marketing Mix Models

Business Sciences International Research Journal Vol. 1, Issue 1 (Forthcoming)
Number of pages: 9 Posted: 03 Jul 2013
Working Paper Series
University of Kashmir
Downloads 1,205
17.

The Effect of Audit Market Deregulation on the Pricing of Brand Name Reputation

Number of pages: 21 Posted: 14 Feb 1997
Working Paper Series
University of Queensland - Business School, Maastricht University and University of Technology Sydney (UTS) - School of Accounting
Downloads 1,094
18.

The Impact of Frequent Shopper Programs in Grocery Retailing

Review of Marketing Science (ROMs) Working Paper; HBS Marketing Research Paper
Number of pages: 41 Posted: 06 Dec 2002
Working Paper Series
Harvard Business School - Marketing Unit and Harvard Business School
Downloads 1,047
19.

Marketing Activity, Blogging and Sales

Number of pages: 44 Posted: 14 Oct 2009 Last Revised: 30 Jun 2011
Working Paper Series
Dentsu Innovation Institute and University of Michigan, Stephen M. Ross School of Business
Downloads 1,010
20.

Paying Too Much and Being Happy About it: Existence, Causes and Consequences of Tariff-Choice Biases

Journal of Marketing Research, Vol. XLIII, pp. 212-223, May 2006
Number of pages: 12 Posted: 04 Dec 2006 Last Revised: 29 Jan 2008
Accepted Paper Series
London Business School and University of Frankfurt - Department of Marketing
Downloads 906
21.

Do Bonuses Enhance Sales Productivity? A Dynamic Structural Analysis of Bonus-Based Compensation Plans

Harvard Business School Marketing Unit Working Paper No. 13-066
Number of pages: 44 Posted: 19 Oct 2009 Last Revised: 14 Aug 2013
Working Paper Series
Harvard Business School - Marketing Unit, University of Virginia - Darden Graduate School of Business and Yale School of Management
Downloads 840
23.

Understanding the Effect of Advertising on Stock Returns and Firm Value: Theory and Evidence from a Structural Model

Number of pages: 56 Posted: 31 Aug 2011 Last Revised: 14 Jan 2013
Working Paper Series
INSEAD
Downloads 773
24.

Volumetric Conjoint Analysis

Number of pages: 29 Posted: 02 Jun 2004
Working Paper Series
Korea University Business School (KUBS), Ohio State University (OSU) - Department of Marketing and Logistics and University of California, Los Angeles (UCLA) - Anderson School of Management
Downloads 696
25.

Hysteresis in Market Response: When is Marketing Spending an Investment?

Review of Marketing Science WP No. 419
Number of pages: 49 Posted: 07 May 2002
Working Paper Series
University of California, Los Angeles (UCLA) - Anderson School of Management and University of New Brunswick - Fredericton - Faculty of Business
Downloads 681
26.

An Analysis of the Impact of Social Factors on Purchase Behavior

Review of Marketing Science Working Paper
Number of pages: 46 Posted: 05 Dec 2002
Working Paper Series
Duke University - Fuqua School of Business and University of Texas at Dallas
Downloads 650
27.

Why Aren't the Prices of the Same Item the Same at Me.Com and You.Com?: Drivers of Price Dispersion Among E-Tailers

University of Maryland Department of Marketing
Number of pages: 36 Posted: 11 Nov 2002
Working Paper Series
Independent, University of Texas at Dallas and Texas A&M University - Department of Marketing
Downloads 631
28.

The Powerful Triangle of Marketing Data, Managerial Judgment, and Marketing Management Support Systems

ERIM Report Series Reference No. ERS-2000-33-MKT
Number of pages: 39 Posted: 26 Aug 2006
Working Paper Series
Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM), Erasmus Research Institute of Management (ERIM) and Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)
Downloads 597
29.

How Global are Global Brands? An Empirical Brand Equity Analysis

Pforzheim University Working Paper No. 136
Number of pages: 69 Posted: 19 Feb 2010
Working Paper Series
Pforzheim University of Applied Sciences, affiliation not provided to SSRN, Tecnologico de Monterrey and Pforzheim University of Applied Sciences
Downloads 562
30.

The Evolution of Price Dispersion in Internet Retail Markets

Number of pages: 37 Posted: 02 Oct 2003
Working Paper Series
Independent, University of Texas at Dallas and Texas A&M University - Department of Marketing

Multiple version iconThere are 2 versions of this paper

Downloads 521
31.

User-Generated Versus Designer-Generated Products: A Performance Assessment at Muji

International Journal of Research in Marketing ,Volume 30, Issue 2, June 2013, Pages 160–167,
Number of pages: 30 Posted: 06 Sep 2012 Last Revised: 28 Mar 2013
Accepted Paper Series
Hosei University, Faculty of Business Administration, Vienna University of Economics and Business and School of Business Administration
Downloads 516
32.

Business Strategies in Innovative and Non-Innovative Firms in Canada

Statistics Canada Working Paper 73
Number of pages: 38 Posted: 07 Aug 1996
Working Paper Series
Statistics Canada - Microeconomic Analysis Division and Statistics Canada
Downloads 489
33.

An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes

Journal of Advertising Research, Vol. 45, No. 4, pp. 373-381, 2005
Number of pages: 25 Posted: 16 Jan 2012
Accepted Paper Series
University of South Alabama, affiliation not provided to SSRN and University of Texas at Austin
Downloads 483
34.

Hedonic Wine Price Functions and Measurement Error

Charles Sturt U. Economics Working Paper No. 24
Number of pages: 28 Posted: 16 Apr 2001
Working Paper Series
Charles Sturt University - Faculty of Commerce
Downloads 466
35.

All About the TJX Companies

Number of pages: 21 Posted: 27 Jun 2011
Working Paper Series
Davenport University
Downloads 452
36.

Product Types and Supplier Roles in Product Development: An Exploratory Analysis

Darden Business School Working Paper No. 01-14
Number of pages: 41 Posted: 21 Jul 2001
Working Paper Series
University of Virginia - Darden School of Business and London Business School - Department of Management Science and Operations
Downloads 446
37.

Position Auctions with Budget-Constraints: Implications for Advertisers and Publishers

Marketing Science, Forthcoming
Number of pages: 51 Posted: 20 May 2012 Last Revised: 18 Apr 2017
Accepted Paper Series
University of Houston - C.T. Bauer College of Business, University of Minnesota - Carlson School of Management and University of Southern California - Marshall School of Business
Downloads 441
38.

Evaluating Promotional Activities in an Online Two-Sided Market of User-Generated Content

Simon School Working Paper No. FR 10-08
Number of pages: 52 Posted: 20 Jan 2010 Last Revised: 27 Oct 2012
Working Paper Series
INSEAD, Nielsen Marketing Analytics, Hewlett-Packard Laboratories, Palo Alto, University of Texas at Arlington, affiliation not provided to SSRN, Hewlett-Packard Laboratories, Palo Alto and affiliation not provided to SSRN

Multiple version iconThere are 2 versions of this paper

Downloads 440
39.

Price Advertising by Manufacturers and Dealers

Forthcoming, Management Science
Number of pages: 40 Posted: 08 Feb 2011 Last Revised: 29 Aug 2014
Working Paper Series
University of Minnesota - Twin Cities - Carlson School of Management, University of California, San Diego (UCSD) - Rady School of Management, University of Southern California - Marketing Department and University of California, Riverside (UCR) - A. Gary Anderson Graduate School of Management
Downloads 421
40.

Forms of Market Orientation in the Retail Apparel Industry in Brazil

Number of pages: 11 Posted: 19 Jun 2001
Working Paper Series
Pontificia Universidade Catolica do Rio Grande do Sul (PUCRS) and Pontificia Universidade Catolica do Rio Grande do Sul (PUCRS)
Downloads 402
41.

Does Price Elasticity Vary with Economic Growth? A Cross-Category Analysis

Journal of Marketing Research, 50(1), pp. 4-23, 2013.
Number of pages: 69 Posted: 27 Aug 2012 Last Revised: 13 Nov 2013
Accepted Paper Series
Northwestern University - Kellogg School of Management, University of Toronto - Rotman School of Management and Cheung Kong Graduate School of Business
Downloads 395
42.

The Impact of the Reference Price System on the Pharmaceutical Market: A Theoretical Approach

UPF Economics and Business Working Paper No. 524
Number of pages: 33 Posted: 30 Aug 2001
Working Paper Series
Marsh & McLennan Companies - Madrid Office
Downloads 375
43.

Informants in Organizational Marketing Research

ERIM Report Series Reference No. ERS-2000-32-MKT
Number of pages: 50 Posted: 26 Aug 2006
Working Paper Series
Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM), Pennsylvania State University - Institute for the Study of Business Markets and McMaster University - Michael G. DeGroote School of Business
Downloads 358
44.

Informative Advertising: An Alternate Viewpoint and Implications

Review of Marketing Science WP No. 20021138
Number of pages: 45 Posted: 07 May 2002
Working Paper Series
University of Toronto - Rotman School of Management
Downloads 352
45.

Influence of Promotional Tools Offered by Pharmaceutical Industry on Physicians Prescribing Behavior

Number of pages: 19 Posted: 02 May 2012
Working Paper Series
DAV University
Downloads 347
46.

Crowdfunding as a Marketing Tool

Number of pages: 50 Posted: 22 Mar 2017
Working Paper Series
University of Washington - Michael G. Foster School of Business and Microsoft Corporation
Downloads 341
47.

Pricing Data Services: Pricing by Minutes, by Gigs, or by Mega Bytes per Second?

Number of pages: 38 Posted: 30 Mar 2011 Last Revised: 18 Aug 2014
Working Paper Series
Hong Kong University of Science & Technology (HKUST) - Department of Information Systems, Business Statistics and Operations Management and National University of Singapore - Department of Information Systems
Downloads 337
48.

Impact of Pharmaceutical Industry Promotion Mix on Doctor's Prescribing Behavior

Asia-Pacific Business Review, Vol. IV, No. 4, pp. 82-95, October - December 2008
Number of pages: 14 Posted: 02 May 2012
Accepted Paper Series
DAV University
Downloads 336
49.

Online Advertising: A Study on Malaysian Consumers

Number of pages: 20 Posted: 18 Jul 2010
Working Paper Series
Sunway University College, Sunway University College and Taylor University
Downloads 334
50.

The Impact of Household Level Heterogeneity in Reference Price Effects on Optimal Retailer Pricing Policies

Number of pages: 35 Posted: 25 Apr 2001
Working Paper Series
Dartmouth College - Tuck School of Business, University of Wisconsin - Madison - Department of Marketing and University of Maryland - Robert H. Smith School of Business
Downloads 334