TOC: Mar Sci


Marketing Science, 32(2)

Gary L. Lilien ISMS-MSI Practice Prize Competition–Special Section Introduction
Russell S. Winer [Publisher]

Practice Prize Winner–Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey
V. Kumar, Vikram Bhaskaran, Rohan Mirchandani, and Milap Shah [Publisher] [Google Scholar]

Practice Prize Paper–PROSAD: A Bidding Decision Support System for Profit Optimizing Search Engine Advertising
Bernd Skiera and Nadia Abou Nabout [Publisher] [Google Scholar]

Practice Prize Paper–Category Optimizer: A Dynamic-Assortment, New-Product-Introduction, Mix-Optimization, and Demand-Planning System
Ashish Sinha, Anna Sahgal, and Sharat K. Mathur [Publisher] [Google Scholar]

Effective Marketing Science Applications: Insights from the ISMS-MSI Practice Prize Finalist Papers and Projects
Gary L. Lilien, John H. Roberts, and Venkatesh Shankar [Publisher] [Google Scholar]

Exclusive Handset Arrangements in the Wireless Industry: A Competitive Analysis
Upender Subramanian, Jagmohan S. Raju, and Z. John Zhang [Publisher] [Google Scholar]

Economic Value of Celebrity Endorsements: Tiger Woods’ Impact on Sales of Nike Golf Balls
Kevin YC Chung, Timothy P. Derdenger, and Kannan Srinivasan [Publisher] [Google Scholar]

Advertising and Consumers’ Communications
Dmitri Kuksov, Ron Shachar, and Kangkang Wang [Publisher] [Google Scholar]

Media Multiplexing Behavior: Implications for Targeting and Media Planning
Chen Lin, Sriram Venkataraman, and Sandy D. Jap [Publisher] [Google Scholar]

Expected Firm Altruism, Quality Provision, and Brand Extensions
Julio J. Rotemberg [Publisher] [Google Scholar]

Vaporware, Suddenware, and Trueware: New Product Preannouncements Under Market Uncertainty
Elie Ofek and Ozge Turut [Publisher] [Google Scholar]

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