Marketing Science

The two reports and two articles as well as a Commentary that follow are the finalists from the 2004 ISMS Practice Prize Competition, representing the best examples of rigor plus relevance that our profession produces.

Sales territory alignment is the assignment of accounts and their associated selling activities to salespeople and teams. Models, systems, processes, and wisdom have evolved over 1,500 project implementations for 500 companies with 500,000 sales ...

We discuss the development and implementation of CHAN4CAST, a sales forecasting model, by pack size, category, channel, region, customer account and a Web-based decision support system DSS for consumer packaged goods. In addition to capturing the ...

The Practice Prize Reports consist of one article with two parts as follows: "Sinha, Ashish, J. Jeffrey Inman, Yantao Wang, Joonwook Park. Attribute drivers: A factor analytic choice map approach for understanding choices among SKUs" and "Tellis, Gerard ...

The rapid advance in information technology now makes it feasible for sellers to condition their price offers on consumers' prior purchase behavior. In this paper we examine when it is profitable to engage in this form of price discrimination when ...

Almost universally, research and practice suggest that a brand that increases its product assortment, or variety, should benefit through increased market share. In this paper, we show this is not always the case. We introduce the construct "assortment ...

In alliances jointly developing product and market, we first investigate how a the number of networks competing to develop a product, b the number of alternative technology platforms, and c market sensitivity to product development expenditures affect ...

We introduce methods from statistical learning theory to the field of conjoint analysis for preference modeling. We present a method for estimating preference models that can be highly nonlinear and robust to noise. Like recently developed polyhedral ...

Over the years, researchers have found that promotion makes consumers switch brands and purchase earlier or more. However, it is unclear how promotion affects consumption, especially for product categories that are perceived to be versatile and ...

Discrete choice models of aggregate demand, such as the random coefficients logit, can handle large differentiated products categories parsimoniously while still providing flexible substitution patterns. However, the discrete choice assumption may not ...

An important question that firms face in advertising is developing effective media strategy. Major improvements in the quality of consumer information and the growth of targeted media vehicles allow firms to precisely target advertising to consumer ...

We provide a fully personalized model for optimizing multiple marketing interventions in intermediate-term customer relationship management CRM. We derive theoretically based propositions on the moderating effects of past customer behavior and conduct a ...

Delegating pricing decisions to the salesforce has been a salient issue for marketing academics and practitioners. We examine this issue in a competitive market using standard agency theory with symmetric and asymmetric information. Under symmetric ...

Adaptive metric utility balance is at the heart of one of the most widely used and studied methods for conjoint analysis. We use formal models, simulations, and empirical data to suggest that adaptive metric utility balance leads to partworth estimates ...

We examine box-office sales in the context of a market share model. This is accomplished by developing a combination of a sliding-window logit model and a gamma diffusion pattern in a hierarchical Bayes framework. We show that accounting for the full ...

The corrected version of Table 2 "Empirical Results" Gerard J. Tellis, Fred S. Zufryden. 1995. Tackling the retailer decision maze: Which brands to discount, how much, when and why? Marketing Science14 3, Part 1 of 2 <related-article related-article-...