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This paper presents a model of individual consumer choice behavior for separate choice occasions. Contrary to the popular notion that each choice is essentially independent of its predecessors, that very dependence is proposed as the key to variety seeking behavior. From the consumption history one can infer which valued attributes the subject has recently(More)
My three-year term as editor of Journal of Marketing concludes with the October 2005 issue. On the basis of my interactions with various people in the marketing community, I believe that marketing science and practice are in transition, bringing change to the content and boundaries of the discipline. Thus, I invited some distinguished scholars to contribute(More)
I nterpersonal communications have long been recognized as an influential source of information for consumers. Internet-based media have facilitated information exchange among firms and consumers, as well as observability and measurement of such exchanges. However, much of the research addressing online communication focuses on ratings collected from online(More)
There is an ever-present need for managers to justify marketing expenditures to the firm. This can only be done when we can establish a direct link between marketing metrics and future customer value and firm performance. In this article, we assess the marketing literature with regard to marketing metrics. Subsequently, we develop a framework that(More)
She is also Executive Director, Marketing Science Institute. The author thanks all her colleagues who helped her think through the problem addressed, especially Ajay Kohli and Deb-bie MacInnis. I am worried about the field of marketing. It seems to me that we are becoming very narrow and that we are moving away from relevance. In this essay, I propose that(More)
Many retailers have collected large amounts of customer data using, for example, loyalty programs. We provide an overview of the extant literature on customer relationship management (CRM), with a specific focus on retailing. We discuss how retailers can gather customer data and how they can analyze these data to gain useful customer insights. We provide an(More)
The order of authors' names does not reflect primary or secondary authorship. ABSTRACT Several different techniques have been proposed for Inferring competitive Interrelationships. An Important subset of those techniques Is based on the assumption that those brands most frequently switched between are the closest substitutes. In product classes In which(More)