• Publications
  • Influence
The Persistence of Marketing Effects on Sales
Are marketing efforts able to affect long-term trends in sales or other performance measures? Answering this question is essential for the creation of marketing strategies that deliver a sustainableExpand
  • 426
  • 32
The Category-Demand Effects of Price Promotions
Although price promotions have increased in both commercial use and quantity of academic research over the last decade, most of the attention has been focused on their effects on brand choice andExpand
  • 497
  • 30
  • PDF
How cannibalistic is the internet channel? A study of the newspaper industry in the United Kingdom and the Netherlands
During the past decade, irrational exuberance has turned into a possibly equally irrational pessimism about what the Internet can accomplish. The fear of getting ruined through cannibalization lossesExpand
  • 307
  • 30
  • PDF
How Business Cycles Contribute to Private-Label Success: Evidence from the United States and Europe:
Abstract The growth of private labels over the past decades has been attributed to various factors. This article formally addresses the link between private-label success and economic expansions andExpand
  • 367
  • 30
The Market Valuation of Internet Channel Additions
The emergence of the Internet has pushed many established companies to explore this radically new distribution channel. Like all market discontinuities, the Internet creates opportunities as well asExpand
  • 558
  • 27
Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability
An intuitively appealing decision rule is to allocate a company's scarce marketing resources to where they have the greatest long-term benefit. This principle, however, is easier to accept than it isExpand
  • 396
  • 26
The Impact of a Product-Harm Crisis on Marketing Effectiveness
Product-harm crises are among a firm's worst nightmares. A firm may experience (i) a loss in baseline sales, (ii) a reduced own effectiveness for its marketing instruments, (iii) an increased crossExpand
  • 269
  • 22
  • PDF
Staged estimation of international diffusion models - An application to global cellular telephone adoption
This article proposes a method that overcomes a number of problems associated with new product diffusion models noted in the marketing literature. We illustrate the methodology in the context ofExpand
  • 199
  • 18
Empirical Generalizations About Market Evolution and Stationarity
We present empirical generalizations about conditions under which marketing variables evolve or remain stationary. We first define evolution statistically and make the case why it is an importantExpand
  • 162
  • 16
  • PDF
The Role of National Culture in Advertising's Sensitivity to Business Cycles: An Investigation across Continents
The authors conduct a systematic investigation into the cyclical sensitivity of advertising expenditures in 37 countries, covering four key media: magazines, newspapers, radio, and television. TheyExpand
  • 152
  • 14
  • PDF