Carl F. Mela

Duke University - Fuqua School of Business

Associate Professor of Marketing

Box 90120

Durham, NC 27708-0120

United States

SCHOLARLY PAPERS

23

DOWNLOADS
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in Total Papers Downloads

6,312

SSRN CITATIONS
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SSRN RANKINGS

Top 6,695

in Total Papers Citations

92

CROSSREF CITATIONS

109

Scholarly Papers (23)

1.

Online Display Advertising Markets: A Literature Review and Future Directions

Columbia Business School Research Paper No. 18-1
Number of pages: 44 Posted: 06 Dec 2017 Last Revised: 29 Sep 2019
University of Rochester - Simon Business School, Duke University - Fuqua School of Business, Columbia Business School - Decision Risk and Operations and CBS Interactive
Downloads 1,615 (13,813)
Citation 14

Abstract:

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Display Advertising, Literature Review, Real-Time Buying, Programmatic Buying, Real-Time Bidding

2.

The Dynamic Effect of Innovation on Market Structure

Journal of Marketing Research, Vol. 41, May 2004
Number of pages: 46 Posted: 26 May 2004
Massey University - Dept of Communication, Journalism & Marketing, Duke University - Fuqua School of Business and University of Michigan, Stephen M. Ross School of Business
Downloads 898 (33,065)
Citation 2

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Innovation, Brand Entry, Market Structure, Frozen Pizza, Time Series Methods, Dynamic Linear Models, Bayesian Methods, Gibbs Sampler, Long-term Effects

3.

A Dynamic Model of Sponsored Search Advertising

Marketing Science, Vol. 30, No. 3, pp. 447-468, May-June 2011, NET Institute Working Paper No. 08-16
Number of pages: 70 Posted: 19 Oct 2008 Last Revised: 05 Aug 2014
Song Yao and Carl F. Mela
Washington University in St. Louis - John M. Olin Business School and Duke University - Fuqua School of Business
Downloads 593 (57,619)
Citation 3

Abstract:

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Sponsored Search Advertising, Two-sided Market, Dynamic Game, Structural Models

4.

The Past, Present, and Future of Customer Management

NYU Stern School of Business, Columbia Business School Research Paper Forthcoming
Number of pages: 17 Posted: 12 Sep 2019 Last Revised: 02 Jun 2020
Columbia Business School, Harvard University - Business School (HBS), Duke University - Fuqua School of Business, New York University (NYU) - Department of Marketing and Columbia Business School - Marketing
Downloads 566 (61,060)

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Customer management, Customer relationship dynamics, Customer lifetime value, Direct marketing

5.

Monetizing Online Marketplaces

Number of pages: 65 Posted: 16 Sep 2016 Last Revised: 30 Apr 2019
Hana Choi and Carl F. Mela
University of Rochester - Simon Business School and Duke University - Fuqua School of Business
Downloads 354 (106,799)
Citation 10

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Online Advertising, E-Commerce, Two-Sided Market, Sequential Search Model, Dynamic Discrete Choice Model

6.

Online Auction Demand

Marketing Science, Vol. 27, No. 5, pp. 861-885, 2008
Number of pages: 59 Posted: 17 Dec 2006 Last Revised: 09 Feb 2009
Song Yao and Carl F. Mela
Washington University in St. Louis - John M. Olin Business School and Duke University - Fuqua School of Business
Downloads 317 (120,632)
Citation 4

Abstract:

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Auctions, Structural Models, Two Sided Markets, Empirical IO, Bayesian Statistics

7.

Do DVRs Influence Sales?

Chicago Booth Research Paper No. 10-08
Number of pages: 33 Posted: 28 Oct 2009 Last Revised: 30 Jan 2010
Tilburg University, CentER, University of Chicago - Booth School of Business and Duke University - Fuqua School of Business
Downloads 211 (181,324)

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Digital Video Recorder, advertising, field study, brand, consumer packaged goods

8.

Zooming in on Choice: How Do Consumers Search for Cameras Online?

Number of pages: 60 Posted: 18 Oct 2014
Tilburg University, CentER, Hong Kong University of Science & Technology (HKUST) and Duke University - Fuqua School of Business
Downloads 206 (185,344)
Citation 25

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Consumer search and choice, online purchase, search dynamics, digital cameras

9.

Sponsored Search Auctions: Research Opportunities in Marketing

Foundations and Trends in Marketing, Vol. 3: No 2, pp. 75-126
Number of pages: 57 Posted: 26 Mar 2009 Last Revised: 30 Mar 2010
Song Yao and Carl F. Mela
Washington University in St. Louis - John M. Olin Business School and Duke University - Fuqua School of Business
Downloads 200 (190,574)

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Auction, Sponsored Search, Advertising, Marketing

10.

Determining Consumers' Discount Rates with Field Studies

Journal of Marketing Research, 49(6), pp. 822-841, 2012
Number of pages: 56 Posted: 12 Jan 2011 Last Revised: 28 Feb 2018
Song Yao, Carl F. Mela, Jeongwen Chiang and Yuxin Chen
Washington University in St. Louis - John M. Olin Business School, Duke University - Fuqua School of Business, China Europe International Business School (CEIBS) and Northwestern University - Department of Marketing
Downloads 179 (210,260)
Citation 17

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dynamic structural model, identification, forward-looking consumers, pricing, three-part tariff, discount rate

11.

The Competitive Effects of Entry: Evidence from Supercenter Expansion

Number of pages: 56 Posted: 02 Oct 2017 Last Revised: 15 Jun 2019
Duke University - Department of Economics, University of Rochester - Simon Business School, Duke University - Fuqua School of Business and University of Rochester - Department of Economics
Downloads 155 (237,636)
Citation 13

Abstract:

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supermarkets, Walmart, competition, competitive effects, price response

12.

The Role of Spatial Demand on Outlet Location and Pricing

Number of pages: 52 Posted: 04 May 2006
Jason A. Duan and Carl F. Mela
University of Texas at Austin and Duke University - Fuqua School of Business
Downloads 151 (242,775)
Citation 4

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Outlet Location, Pricing, Spatial Statistics, Structural Models, Competition

13.

An Equilibrium Model of User Generated Content

NET Institute Working Paper No. 11-13
Number of pages: 53 Posted: 26 Dec 2011 Last Revised: 20 Aug 2014
Dae-Yong Ahn, Jason A. Duan and Carl F. Mela
Chung-Ang University, University of Texas at Austin and Duke University - Fuqua School of Business
Downloads 145 (250,881)
Citation 4

Abstract:

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14.

TV Viewing and Advertising Targeting

Number of pages: 70 Posted: 09 Mar 2017 Last Revised: 13 Dec 2017
Yiting Deng and Carl F. Mela
University College London and Duke University - Fuqua School of Business
Downloads 138 (260,880)
Citation 8

Abstract:

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TV Advertising, Targeting, Set-Top Box, Sampling

15.

Choice Models and Customer Relationship Management

Kamakura, Wagner A., Mela, Carl F., Ansari, Asim, Bodapati, Anand V., Fader, Peter, Iyengar, Raghuram, Naik, Prasad A. , Neslin, Scott, Sun, Baohong, Verhoef, Peter C., Wedel, Michel and Wilcox, Ronald T., Choice Models and Customer Relationship Management (2005). Marketing Letters 16:3/4, 279-291
Number of pages: 13 Posted: 12 Feb 2014
Rice University, Duke University - Fuqua School of Business, Columbia Business School - Marketing, University of California, Los Angeles (UCLA) - Anderson School of Management, University of Pennsylvania - Marketing Department, University of Pennsylvania - Marketing Department, University of California, Davis, Dartmouth College - Tuck School of Business, Carnegie Mellon University - David A. Tepper School of Business, University of Groningen - Department of Marketing & Marketing Research, University of Maryland - Robert H. Smith School of Business, Marketing Department and University of Virginia - Darden School of Business
Downloads 134 (266,974)
Citation 1

Abstract:

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customer relationship management, direct marketing

16.

A Key Word History of Marketing Science

Number of pages: 23 Posted: 16 Nov 2012
Carl F. Mela, Jason M.T. Roos and Yiting Deng
Duke University - Fuqua School of Business, Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) and Duke University - Fuqua School of Business
Downloads 112 (304,214)
Citation 2

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history, marketing, data visualization

17.

The Effect of Links and Excerpts on Internet News Consumption

Forthcoming at Journal of Marketing Research. https://doi.org/10.1177/0022243720913029
Number of pages: 46 Posted: 25 Oct 2015 Last Revised: 29 Apr 2020
Jason M.T. Roos, Carl F. Mela and Ron Shachar
Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM), Duke University - Fuqua School of Business and Interdisciplinary Center (IDC) Herzliyah - Adelson School of Entrepreneuship
Downloads 101 (326,370)
Citation 4

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Bayesian estimation, dynamic programming, hyperlinking, learning models, news consumption, structural models

18.

Size and Share of Customer Wallet

Journal of Marketing, Vol. 71 (April 2007), 94-113
Number of pages: 22 Posted: 12 Feb 2014
Rex Yuxing Du, Wagner A. Kamakura and Carl F. Mela
University of Houston - C.T. Bauer College of Business, Rice University and Duke University - Fuqua School of Business
Downloads 67 (416,204)
Citation 3

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19.

The Effect of Standardized Information on Firm Survival and Marketing Strategies

Marketing Science, Vol. 24, pp. 263-274, 2005
Number of pages: 12 Posted: 01 Apr 2007
Christine Moorman, Carl F. Mela and Rex Yuxing Du
Duke University - Fuqua School of Business, Duke University - Fuqua School of Business and Duke University
Downloads 62 (433,094)

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Public Policy, Marketing Strategy, Competitive Strategy , Survival, Information Disclosure

20.

Dynamic Influences on Individual Choice Behavior

Marketing Letters, 8:3 (1997): 349-360
Number of pages: 12 Posted: 21 Jan 2015
University of Pennsylvania - Marketing Department, University of California, Berkeley - Marketing Group, University of Michigan, Stephen M. Ross School of BusinessUniversity of Michigan at Ann Arbor - Marketing, Tel Aviv University - Eitan Berglas School of Economics, University of Pennsylvania - Marketing Department, University of Michigan, Stephen M. Ross School of Business, University of California, Los Angeles (UCLA) - Policy Area, Duke University - Fuqua School of Business, Rice University, Massachusetts Institute of Technology (MIT) - Sloan School of Management and New York University (NYU) - Department of Marketing
Downloads 47 (490,758)

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21.

Hyper-Media Search and Consumption

Number of pages: 51 Posted: 27 Jun 2013
Jason M.T. Roos, Carl F. Mela and Ron Shachar
Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM), Duke University - Fuqua School of Business and Interdisciplinary Center (IDC) Herzliyah - Adelson School of Entrepreneuship
Downloads 42 (513,045)
Citation 3

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Structural models, Dynamic programming, Learning models, Bayesian estimation

22.

A Bayesian Hierarchical Model for Inferring Player Strategy Types in a Number Guessing Game

The Annals of Applied Statistics, 2015, Vol. 9, No. 3, 1459–1483.
Number of pages: 25 Posted: 08 Feb 2016
P. Richard Hahn, Indranil Goswami and Carl F. Mela
Arizona State University (ASU) - School of Mathematical and Statistical Sciences, University at Buffalo, SUNY - Department of Marketing and Duke University - Fuqua School of Business
Downloads 19 (648,024)

Abstract:

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behavioral game theory, hierarchical modeling, partial identification

23.

Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle

Journal of Business Research, Vol. 33, No. 1, 1995
Posted: 21 Jan 2015
CVS/pharmacy, University of Michigan, Stephen M. Ross School of Business, Columbia Business School - Marketing and Duke University - Fuqua School of Business

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