Y. Jackie Luan

Independent

No Address Available

SCHOLARLY PAPERS

2

DOWNLOADS

769

SSRN CITATIONS

0

CROSSREF CITATIONS

0

Scholarly Papers (2)

1.

The Development and Impact of Consumer Word of Mouth in New Product Diffusion

Tuck School of Business Working Paper No. 2009-65
Number of pages: 43 Posted: 27 Aug 2009
Y. Jackie Luan and Scott Neslin
Independent and Dartmouth College - Tuck School of Business
Downloads 769 (31,515)
Citation 4

Abstract:

Loading...

word of mouth, learning models, durable goods diffusion, advertising, publicity, video games

2.

Forecasting Marketing Mix Responsiveness for New Products

Journal of Marketing Research, Forthcoming
Posted: 01 Nov 2007 Last Revised: 27 Aug 2009
Y. Jackie Luan and K. Sudhir
Independent and Yale School of Management

Abstract:

Loading...

Advertising Budgeting, Marketing Mix Modeling, New Product Introduction, Endogeneity, DVD