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JEL Code: M31

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1.

Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site

Robert H. Smith School Research Paper No. RHS 06-065
Number of pages: 49 Posted: 08 May 2008 Last Revised: 19 Jun 2014
Working Paper Series
University of Maryland - Robert H. Smith School of Business, UCLA Anderson School of Management and Ozyegin University
Downloads 9,991
2.

Impact of Celebrity Endorsements on Brand Image

Number of pages: 35 Posted: 10 Aug 2009
Working Paper Series
Cognizant Technology Solutions
Downloads 9,341
3.

What Makes Online Content Viral?

Number of pages: 17 Posted: 27 Dec 2009 Last Revised: 30 Aug 2012
Working Paper Series
University of Pennsylvania - Marketing Department and University of Pennsylvania - The Wharton School
Downloads 8,642
4.

Valuing Subscription-Based Businesses Using Publicly Disclosed Customer Data

Number of pages: 51 Posted: 10 Dec 2015 Last Revised: 11 Oct 2016
Working Paper Series
University of Pennsylvania, The Wharton School, University of Pennsylvania - Marketing Department and London Business School
Downloads 8,529
5.

Choice Construction Versus Preference Construction: the Instability of Preferences Learned in Context

Number of pages: 47 Posted: 08 Sep 2006
Working Paper Series
University of California, San Diego (UCSD) - Rady School of Management and Columbia Business School - Marketing
Downloads 6,732
6.

Applied Financial Marketing - Myth Versus Reality

Journal of Financial Transformation, Vol. 21, pp. 55-66, 2007
Number of pages: 12 Posted: 27 Nov 2007 Last Revised: 08 Jul 2009
Accepted Paper Series
Capco Institute, Capco and Capco
Downloads 6,507
7.

Valuing Customers

Journal of Marketing Research, pp. 7-18, February 2004, HBS Marketing Research Paper No. 03-08
Number of pages: 13 Posted: 13 Nov 2003 Last Revised: 27 Jul 2011
Accepted Paper Series
Harvard Business School, Columbia Business School - Marketing and Novartis International
Downloads 4,702
8.

The FTC and the New Common Law of Privacy

114 Columbia Law Review 583 (2014), GWU Legal Studies Research Paper No. 2013-120, GWU Law School Public Law Research Paper No. 2013-120
Number of pages: 94 Posted: 21 Aug 2013 Last Revised: 05 Apr 2014
Accepted Paper Series
George Washington University Law School and Northeastern University School of Law and College of Computer and Information Science
Downloads 4,505
9.

From Social Media to Social Product Development: The Impact of Social Media on Co-Creation of Innovation

Die Unternehmung, Vol. 65, No. 1, 2012
Number of pages: 22 Posted: 23 Dec 2011
Accepted Paper Series
RWTH Aachen University, BI Norwegian Business School and RWTH Aachen University, Technology and Innovation Management Group
Downloads 4,381
10.

Are Close Friends the Enemy? Online Social Networks, Self-Esteem, and Self-Control

Journal of Consumer Research, Forthcoming, Columbia Business School Research Paper No. 12-57
Number of pages: 46 Posted: 03 Oct 2012
Accepted Paper Series
Columbia Business School - Marketing and University of Oxford - Said Business School
Downloads 4,304
11.

The Effect of Word of Mouth on Sales: Online Book Reviews

Yale SOM Working Paper No's. ES-28 & MK-15
Number of pages: 35 Posted: 12 Aug 2003
Working Paper Series
Yale School of Management and USC Marshall School of Business

Multiple version iconThere are 2 versions of this paper

Downloads 4,143
12.

Customer Satisfaction in the Hotel Industry: A Case Study from Sicily

International Journal of Marketing Studies, Vol. 2, No. 2, pp. 3-12, 2010
Number of pages: 10 Posted: 02 Dec 2011 Last Revised: 02 Dec 2011
Accepted Paper Series
Università di Palermo and University of Rome, Tor Vergata
Downloads 4,002
13.

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 3,846
14.

Strategic Marketing - Role of Relationships, Information & Services

Number of pages: 23 Posted: 28 Jul 2005
Working Paper Series
Amity Business School
Downloads 3,840
15.

A Study of the Construction of BCG Matrix for Nestle India

Number of pages: 32 Posted: 15 Apr 2008 Last Revised: 25 May 2008
Working Paper Series
Supreme Court of India
Downloads 3,724
16.

The Effects of Service Quality and Word of Mouth on Customer Acquisition, Retention and Usage

Number of pages: 48 Posted: 11 Mar 2007
Working Paper Series
City University of Hong Kong, University of Michigan, Stephen M. Ross School of Business and University of Chicago
Downloads 3,615
17.

Freemium: Attributes of an Emerging Business Model

Number of pages: 4 Posted: 03 Dec 2010 Last Revised: 13 Jan 2016
Working Paper Series
Pujol Enterprises LLC
Downloads 3,521
18.

The Other CSR: Consumer Social Responsibility

Stanford Social Innovation Review, Fall 2006, Leeds University Business School Working Paper No. 15-04
Number of pages: 14 Posted: 17 May 2006 Last Revised: 28 Nov 2015
Working Paper Series
University of Leeds - Leeds University Business School (LUBS), University of Melbourne Business School, Suffolk University - Sawyer School of Management and University of Sydney - Centre for the Mind
Downloads 3,501
19.

Deriving Value from Social Commerce Networks

Journal of Marketing Research, Forthcoming
Number of pages: 57 Posted: 25 Jun 2008 Last Revised: 22 Jun 2014
Working Paper Series
University of Oxford - Said Business School and Columbia Business School - Marketing
Downloads 3,447
20.

Components and Parameters of Corporate Reputation - An Empirical Study

Schmalenbach Business Review, Vol. 56, pp. 46-71, January 2004
Number of pages: 26 Posted: 07 Jun 2004
Accepted Paper Series
Ludwig Maximilian University of Munich - Faculty of Business Administration (Munich School of Management)
Downloads 3,331
21.

Stealth Marketing: How to Reach Consumers Surreptitiously

California Management Review, 2004
Number of pages: 18 Posted: 06 May 2009
Accepted Paper Series
Saint Louis University - Cook School of Business and Southern Illinois University at Edwardsville
Downloads 3,311
22.

A Typology of Customer Co-Creation in the Innovation Process

Number of pages: 26 Posted: 30 Dec 2010 Last Revised: 23 Jun 2014
Working Paper Series
RWTH Aachen University, RWTH Aachen University, Technology and Innovation Management Group and affiliation not provided to SSRN
Downloads 3,230
23.

The PII Problem: Privacy and a New Concept of Personally Identifiable Information

New York University Law Review, Vol. 86, p. 1814, 2011, UC Berkeley Public Law Research Paper No. 1909366, GWU Legal Studies Research Paper No. 584, GWU Law School Public Law Research Paper No. 584
Number of pages: 81 Posted: 15 Aug 2011 Last Revised: 11 Mar 2014
Accepted Paper Series
University of California, Berkeley - School of Law and George Washington University Law School
Downloads 3,196
24.

Effects of Advertising and Product Placement on Television Audiences

Number of pages: 39 Posted: 26 Jun 2008 Last Revised: 03 Oct 2012
Working Paper Series
University of California, San Diego (UCSD) - Rady School of Management, University of Southern California - Department of Economics and University of Southern California
Downloads 3,159
25.

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
Università di Palermo
Downloads 3,158
26.

Blockbuster Culture's Next Rise or Fall: The Impact of Recommender Systems on Sales Diversity

Management Science, Vol. 55, No. 5, pp. 697-712, May 2009
Number of pages: 49 Posted: 17 Apr 2007 Last Revised: 08 May 2012
Working Paper Series
University of Pennsylvania - The Wharton School and University of Pennsylvania - Operations & Information Management Department
Downloads 2,947
27.

A Roadmap for Branding Industrial Markets

Tuck Business School Working Paper No. 2004-06
Number of pages: 30 Posted: 14 Apr 2004
Working Paper Series
Dartmouth College - Tuck School of Business and Tuck School of Business at Dartmouth
Downloads 2,923
28.

Market Analysis and Competitiveness in Project Appraisal

Harvard Institute for International Development, Development Discussion Paper No. 755
Number of pages: 49 Posted: 08 Mar 2001
Working Paper Series
Queen's University - John Deutsch Institute for the Study of Economic Policy
Downloads 2,833
29.

Study of the BCG Matrix for Hindustan Unilever Limited

Number of pages: 50 Posted: 05 Aug 2012 Last Revised: 06 Aug 2012
Working Paper Series
National Law University
Downloads 2,751
30.

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 2,716
31.

The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace

Journal of Marketing Research, 49 (October).
Number of pages: 68 Posted: 29 Sep 2009 Last Revised: 05 Aug 2014
Accepted Paper Series
University of Oxford - Said Business School and Carnegie Mellon University
Downloads 2,560
32.

Word-of-Mouth as Self-Enhancement

HBS Marketing Research Paper No. 06-01
Number of pages: 48 Posted: 16 Jun 2006 Last Revised: 28 Apr 2008
Working Paper Series
University of Toronto and University of Maryland
Downloads 2,456
33.

The Curse of Innovation: A Theory of Why Innovative New Products Fail in the Marketplace

HBS Marketing Research Paper No. 05-06
Number of pages: 36 Posted: 05 Aug 2005
Working Paper Series
Harvard Business School
Downloads 2,450
34.

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content

Number of pages: 48 Posted: 30 Apr 2012 Last Revised: 31 Aug 2016
Working Paper Series
National University of Singapore (NUS), National University of Singapore (NUS) and Nanjing University - School of Business
Downloads 2,431
35.

The Artist and the Brand

European Journal of Marketing, Vol. 39, No. 11, pp. 1291-1305, 2005
Number of pages: 28 Posted: 16 Apr 2005
Accepted Paper Series
Rochester Institute of Technology
Downloads 2,412
36.

Mass Customization at Adidas: Three Strategic Capabilities to Implement Mass Customization

Number of pages: 22 Posted: 31 Jan 2012
Working Paper Series
RWTH Aachen University, RWTH Aachen University and RWTH Aachen University - School of Business and Economics
Downloads 2,325
37.

Performance in Service Marketing from Philosophy to Customer Relationship Management

Number of pages: 10 Posted: 14 Jul 2007
Working Paper Series
Independent
Downloads 2,313
38.

The New Media Technologies: Overview and Research Framework

Number of pages: 29 Posted: 05 Apr 2008
Working Paper Series
Baruch College, CUNY - Zicklin School of Business and City University of New York (CUNY) - Department of Business Management
Downloads 2,292
39.

Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions: A Multi-Experiment Analysis

Number of pages: 59 Posted: 27 Jan 2006
Working Paper Series
Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM) - Mexico City Campus
Downloads 2,275
40.

Search Engine Bias and the Demise of Search Engine Utopianism

Yale Journal of Law & Technology, 2005-2006, Santa Clara Univ. Legal Studies Research Paper No. 06-08, Marquette University Law School Legal Research Paper No. 06-20
Number of pages: 14 Posted: 29 Mar 2006
Accepted Paper Series
Santa Clara University - School of Law
Downloads 2,265
41.

When does Retargeting Work? Information Specificity in Online Advertising

Number of pages: 52 Posted: 30 Mar 2011 Last Revised: 07 May 2013
Working Paper Series
London Business School and Massachusetts Institute of Technology (MIT) - Management Science (MS)
Downloads 2,247
42.

Assessing the Effectiveness of Sport Sponsorships - An Empirical Examination

Schmalenbach Business Review, Vol. 56, April 2004
Number of pages: 20 Posted: 28 Jun 2004
Accepted Paper Series
Private University Schloss Seeburg, University of Vienna - Faculty of Business, Economics, and Statistics and University of Vienna - Faculty of Business, Economics, and Statistics
Downloads 2,240
43.

Information Technology and Firm Profitability: Mechanisms and Empirical Evidence

MIS Quarterly, Vol. 36, No. 1, pp. 205-224, 2012
Number of pages: 43 Posted: 15 Jul 2007 Last Revised: 31 Aug 2014
Accepted Paper Series
University of Maryland - Robert H. Smith School of Business, University of Illinois at Chicago, University of Texas at Dallas and Simon Fraser University (SFU) - Beedie School of Business
Downloads 2,238
44.

Co-Branding: The State of the Art

Schmalenbach Business Review, Vol. 60, October 2008 , University of Fribourg Marketing Working Paper No. 1
Number of pages: 19 Posted: 13 Jun 2007
Accepted Paper Series
Department of Business Administration, Chair Public & Nonprofit Management, Bain & Company and University of Groningen - Faculty of Economics and Business
Downloads 2,216
45.

Brand Metrics: A Tool to Measure Performance

Number of pages: 22 Posted: 23 Feb 2007
Working Paper Series
Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM) - Mexico City Campus
Downloads 2,184
46.

An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets

NET Institute Working Paper
Number of pages: 47 Posted: 25 Oct 2007 Last Revised: 19 Jun 2014
Working Paper Series
New York University (NYU) - Leonard N. Stern School of Business and University of Southern California - Marshall School of Business
Downloads 2,174
47.

Further Thoughts on Crm

ERIM Report Series Reference No. ERS-2002-83-MKT
Number of pages: 33 Posted: 05 Feb 2003
Working Paper Series
University of Groningen - Department of Marketing & Marketing Research and Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)
Downloads 2,165
48.

Advertising Effects on Awareness, Consideration and Brand Choice Using Tracking Data

ERIM Report Series Reference No. ERS-2004-028-MKT
Number of pages: 22 Posted: 26 Aug 2006
Working Paper Series
Erasmus University Rotterdam (EUR) - Department of Econometrics and Microsoft Corporation
Downloads 2,091
49.

Customer Loyalty in the Airline Industry: Frequent Flyers Programs

Working Paper No. 5, 2003
Number of pages: 33 Posted: 10 Jul 2005
Working Paper Series
University of Insubria
Downloads 2,075
50.

Mystery Shopping: In-Depth Measurement of Customer Satisfaction

ERIM Report Series Reference No. ERS-2003-020-ORG
Number of pages: 12 Posted: 06 Mar 2008
Working Paper Series
Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE) and Erasmus University Rotterdam (EUR) - Department of Economics
Downloads 2,063