Download Marketing Models (MKTG 620) Course Syllabus

Marketing Models (MKTG 620) Course
Syllabus
Dr. Michael R. Hyman
New Mexico State University
January 1996
Course Mandate
Students enrolled in this course are exposed to the following:
1. the basic philosophies and methods that underlie the development and use of
quantitativelybased marketing models;
2. a plethora of quantitativelybased marketing models, with an emphasis upon
those related to marketing mix variables and new product forecasting; and
3. the historical development of quantitativelybased marketing models in selected
areas (e.g., new product diffusion models).
Course Materials
Text: Lilien, G. L., P. Kotler, and S. Moorthy (1993), Marketing Models. Englewood
Cliffs, NJ: Prentice-Hall.
Readings: Xeroxed articles
Course Requirements
To calculate your grade, the instructor will evaluate your:
1. participation in and general preparedness for discussions during the scheduled
class meetings,
2. your three presentations of a topic assigned to you, and
3. a class project or one inclass exam.
In addition, should you have any technical questions regarding specific readings, you
should submitted them to the instructor somewhat in advance of class.
The inclass exam is meant to simulate comprehensiveexam conditions. You will receive
a preliminary question set at the beginning of the semester. This preliminary set will be
revised during the semester, but you will receive most, if not all, of the final question set
two weeks before the end of the semester. All exam questions (as well as all courserelated questions submitted by the instructor for your comprehensive exam) will be
selected from the final question set. Your exam grade will be based on your familiarity
with the salient literature as well as your ability to present that literature in an acceptably
coherent and synthesized form.
Course Schedule
The course schedule is subject to change; however, the approximate sequence of
topics to be covered appears below. The text chapters refer to the Lilien, Kotler, and
Moorthy Marketing Models book. Readings will be selected from the appropriate
subheading under the List of References section which is concluded with this syllabus.
Assignments
Topic
Text Chs.
Introduction to modeling and marketing
models
1, Appendix A (pp.599-612), Appendix
C (pp.672-675)
Model implementation and decision calculus
12, Appendix D (pp.697-704)
Forecasting
Market segmentation (Explained variance)
Pricing
4
New product diffusion models
11 (pp.506-523), 10 (pp.457-480),
Appendix C (pp.650-661)
New product models based on pretest/test
market data
10 (pp.480-500)
Product design
5
Advertising
6, Appendix A (pp.631-638), Appendix
C (pp.661-666)
Consumer choice
2, Appendix B
Market structure
Market share
Appendix C (pp.666-672)
Market entry/timing
Product/product line
11 (pp.523-566), Appendix E
Salesforce
7,8
Data pooling
List of References
Models - General
1. Achinstein, Peter. Concepts of Science: A Philosophical Analysis. Baltimore, MD:
The Johns Hopkins Press, Chapter 7.
2. Ehrenberg, A.C.S. "Models from Fact: Examples from Marketing," Management
Science, March 1970, 435445
3. Zaltman, Gerald. "The Structure and Purpose of Marketing Models," in
Behavioral Models for Market Analysis: Foundations for Marketing Action
(Nicosia and Wind, eds.). Hinsdale, Illinois: Dryden Press, 1977
4. Churchman, C. West. "Epilogue," in Behavioral Models for Market Analysis:
Foundations for Marketing Action (Nicosia and Wind, eds.). Hinsdale, Illinois:
Dryden Press, 1977
5. Naert, Philippe A. and Peter Leeflang. Building Implementable Marketing Models.
Boston: Leiden Press, 1978, Chapters 3,5,9 and 4447
6. Kadane, Joseph B. and Larkey, Patrick D. "The Confusion of IS and OUGHT in
Game Theoretic Contexts," Management Science, December 1983, 13651379
7. Smith, Gerald F. "Defining Managerial Problems: A Framework for Prescriptive
Theorizing," Management Science, August 1989, 963 981
8. Selected readings from the Journal of Irreproducible Research
Supplemental
1. Kuehn, Alfred. " Complex Interactive Models," in Marketing Models, Behavior
Science Applications (Day and Ness, eds.). Scranton: Intext Publishers, 1971
2. Dominguez, Luis V. and F.M. Nicosia. "Some Practical Problems in Building
Substantive Marketing Models," in Behavioral Models for Market Analysis:
Foundations for Marketing Action (Nicosia and Wind, eds.). Hinsdale, Illinois:
Dryden Press, 1977
3. Houston, Tom R. "Why Models Go Wrong," Byte, October 1985, 151 164
Implementation and Decision Calculus
Overview
1. Naert and Leeflang. Building Implementable Marketing Models. Boston: Leiden
Press, 1978, Chapters 6,13
2. Little, John D.C. "Decision Support Systems for Marketing Managers," Journal of
Marketing, Summer 1979, 926
3. Naert, Philippe A. and Marcel Weverbergh. "Subjective Versus Empirical
Decision Models," in Marketing Decision Models (Schultz and Zoltners, eds.).
New York: NorthHolland, 1981
Experiments
1. Chakravarti, Dipankar, Andrew Mitchell, and Richard Staelin. "Judgment Based
Marketing Decision Models: Problems and Possible Solutions," Journal of
Marketing, Fall 1981, 1323
2. Little, John D.C. and Leonard M. Lodish. "Commentary on 'Judgment Based
Marketing Decision Models," Journal of Marketing, Fall 1981, 2429
3. McIntyre, Shelby H. "An Experimental Study of the Impact of JudgmentBased
Marketing Models," Management Science, January 1982, 1733
4. Deshpande, Rohit and Gerald Zaltman. "A Comparison of Factors Affecting Use
of Marketing Information in Consumer and Industrial Firms," Journal of Marketing
Research, February 1987, 114118
5. Lee, Hanjoon Lee, Frank Acito, and Ralph L. Day. "Evaluation and Use of
Marketing Research by Decision Makers: A Behavioral Simulation," Journal of
Marketing Research, May 1987, 187196
6. Perkins, W. Steven and Ram C. Rao. "The Role of Experience in Information
Use and Decision Making by Marketing Managers," Journal of Marketing
Research, February 1990, 110
7. Zinkhan, George M., Erich A. Joachimsthaler, and Thomas C. Kinnear.
"Individual Differences and Marketing Decision Support System Usage and
Satisfaction," Journal of Marketing Research, May 1987, 208214
8. **Hu, Michael Y. and Rex S. Toh. "An Experimental Study of Marketing
Information Utilization: The Manager-Researcher Dichotomy," Marketing Letters,
1995, 53-62
Miscellaneous
1. Schoemaker, Paul J.H. "Strategy, Complexity, and Economic Rent,"
Management Science, October 1990, 11781192
2. Mitchell, Andrew A., J. Edward Russo, and Dick R. Wittink. "Issues in the
Development and Use of Expert Systems for Marketing Decisions," International
Journal of Research in Marketing, 1991, 41-50.
Supplemental
1. Little, John D.C. "Models and Managers: The Concept of Decision Calculus,"
Management Science, April 1970, B466B485
2. Kahneman, Daniel and Amos Tversky. "On the Psychology of Prediction,"
Psychology Review, July 1973, 237251
3. Tversky, Amos and Daniel Kahneman. "Judgment Under Uncertainty: Heuristics
and Biases," Science, 1974, 11241131
4. Parsons, Leonard and Randall Schultz. Marketing Models and Econometric
Research. New York: NorthHolland, 1976, Chapter 11
5. McIntyre, Shelby H. and Imran S. Currim. "Evaluating JudgmentBased Marketing
Models: Multiple Measures, Comparisons and Findings," in Marketing Planning
Models (A.A. Zoltners, ed.). TIMS Studies in the Management Sciences, Vol. 18.
New York: NorthHolland, 1982
Forecasting
Overview
1. Armstrong, J. Scott. "Research on Forecasting: A QuarterCentury Review, 19601984," Interfaces, JanuaryFebruary 1986, 89109
2. Bunn, Derek and George Wright. "Interaction of Judgemental and Statistical
Forecasting Methods: Issues & Analysis," Management Science, May 1991, 501518
Miscellaneous
1. Larreche, JeanClaude and Reza Moinpour, "Managerial Judgment in Marketing:
The Concept of Expertise," Journal of Marketing Research, May 1983, 110121
2. Schnarrs, Steven P. "Situational Factors Affecting Forecast Accuracy," Journal of
Marketing Research, August 1984, 290297
3. Armstrong, J. Scott. "Prediction of Consumer Behavior by Experts and Novices,
Journal of Consumer Research, September 1991, 251-256
Aggregating Forecasts
1. Ashton, Alison Hubbard and Robert H. Ashton. "Aggregating Subjective
Forecasts: Some Empirical Results," Management Science, December 1985,
14991508
2. Blattberg, Robert C. and Stephen J. Hoch. "Database Models and Managerial
Intuition: 50% Model + 50% Manager," Management Science, August 1990, 887899
3. Collopy, Fred and J. Scott Armstrong. "Rule-Based Forecasting: Development
and Validation of an Expert Systems Approach to Combining Time Series
Extrapolations," Management Science , October 1992, 1394-1414
Supplemental
1. Makridakis, Spyros and Steven C. Wheelwright. "Forecasting: Issues and
Challenges for Marketing Management," Journal of Marketing, October 1977, 2438
2. Armstrong, J. Scott. "Forecasting with Econometric Methods: Folklore versus
Fact," Journal of Business, 51 (4), 1978
3. Parsons, Leonard J. "Models of Market Mechanisms," in Marketing Decision
Models (Schultz and Zoltners, eds.). New York: NorthHolland, 1981
4. Armstrong, J. Scott. "Forecasting by Extrapolation: Conclusions from 25 Years of
Research," Interfaces, NovemberDecember 1984, 5266
5. Bopp, Anthony E. "On Combining Forecasts: Some Extensions and Results,"
Management Science, December 1985, 14921498
6. Gupta, Sunil and Peter C. Wilton. "Combination of Forecasts: An Extension,"
Management Science, March 1987, 356372
Market Segmentation (Explained Variance)
Overview
1. Wind, Yoram. "Issues and Advances in Segmentation Research," Journal of
Marketing Research, August 1978, 317337
R2 Controversy
1. Frank, Ronald E., William F. Massy and Harper W. Boyd. "Correlates of Grocery
Product Consumption Rates," Journal of Marketing Research, May 1967, 184190
2. Bass, Frank M., Douglas Tigert, and Ronald Lonsdale. "Market Segmentation:
Group Versus Individual Behavior," Journal of Marketing Research, August 1968,
264270
3. Bass, Frank M. "Unexplained Variance in Studies of Consumer Behavior," in
Control of Error in Market Research Data (Farley and Howard, eds.). Lexington,
Mass.: D.C. Heath and Company, 1975
Supplemental
1. Morrison, Donald G. "Evaluating Market Segmentation Studies: The Properties of
R Square," Management Science, August 1973, 12131221
2. Wildt, Albert R. "On 'Evaluating Market Segmentation Studies and the Properties
of R Square," Management Science, April 1976, 904908
3. Beckwith, Neil E. and Maurice W. Sasieni. "Criteria for Market Segmentation
Studies," Management Science, April 1976, 892903
Miscellaneous
1. Mahajan, Vijay and Arun K. Jain. "An Approach to Normative Segmentation,"
Journal of Marketing Research, August 1978, 338345
2. Gensch, Dennis H. "Empirically Testing a Disaggregate Choice Model for
Segments," Journal of Marketing Research, November 1985, 462467
3. Moritz, Vicki G. and David Schmittelein. "Using Segmentation to Improve Sales
Forecasts Based on Purchase Intent: Which 'Intenders' Actually Buy," Journal of
Marketing Research, November 1992, 391-405
4. **Bucklin, Randolph E., Sunil Gupta, and Sangman Han. A Brand's Eye View of
Response Segmentation in Consumer Brand Choice Behavior," Journal of
Marketing Research, February 1995, 66-74
Supplemental
1. Frank, Ronald E. "Market Segmentation Research: Findings and Implications," in
Applications of the Sciences of Marketing Management, (Bass, King and
Pessemier, eds.). New York: John Wiley and Sons, 1968
2. McCann, John M. "Market Segment Response to the Marketing Decision
Variables," Journal of Marketing Research, November 1974, 399412
3. Wildt, Albert R. and John M. McCann. "A Regression Model for Market
Segmentation Studies," Journal of Marketing Research, August 1980, 335340
Pricing
Overview
1. Monroe, Kent B. and Albert J. Della Bitta. "Models for Pricing Decisions," Journal
of Marketing Research, August 1978, 413428
PriceQuality Relationship
1. McConnell, J. Douglas. "The PriceQuality Relationship in an Experimental
Setting," Journal of Marketing Research, August 1968, 300303
2. Reisz, Peter C. "A Major PricePerceived Quality Study Reexamined," Journal of
Marketing Research, May 1980, 259262
3. McConnell, J. Douglas. "Comment on "A Major PricePerceived Quality Study
Reexamined," Journal of Marketing Research, May 1980, 263264
4. **Greenleaf, Eric. "The Impact of Reference Price Effects on the Profitability of
Price Promotions," Marketing Science, Winter 1995, 82-104
5. **Olshavsky, Richard W., Andrew B. Aylesworth, and DeAnna S. Kempf. "The
Price-Choice Relationship: A Contingent Processing Approach," Journal of
Business Research, 1995, 207-218
Supplemental
1. Monroe, Kent B. "Buyer's Subjective Perceptions of Price," Journal of Marketing
Research, February 1973, 7080
2. Charlton, P. and A.S.C. Ehrenberg. "McConnell's Experimental Brand Choice
Data," Journal of Marketing Research," August 1973, 302307
3. Murdick, Stephen. Mathematical Models in Marketing. Scranton: Intext
Educational Publishers, 1971, Chapter 3 (Experience Models and Company
Strategy)
4. Gaudagni, Peter M. and John D.C. Little. "A Logit Model of Brand Choice
Calibrated on Scanner Data," Marketing Science, Summer 1983, 203238
Optimal Price Over Time
1. Dolan, Robert J. and Abel P. Jeuland. "Experience Curves and Dynamic
Demand Models: Implications for Optimal Pricing Strategies," Journal of
Marketing, Winter 1981, 5262
2. Reibstein, David J. and Hubert Gatignon. "Optimal Product Line Pricing: The
Influence of Elasticities and CrossElasticities," Journal of Marketing Research,
August 1984, 259267
3. Winer, Russell S. "A Price Vector Model of Demand for Consumer Durables:
Preliminary Developments," Marketing Science, Winter 1985, 7490
4. Thaler, Richard. "Mental Accounting and Consumer Choice," Marketing Science,
Summer 1985, 199214
5. Kalwani, Manohar U., Chi Kin Yim, Heikki J. Rinne, and Yoshi Sugita. "A Price
Expectations Model of Customer Brand Choice," Journal of Marketing Research,
August 1990, 251262
6. Raju, Jagmohan S. "The Effect of Price Promotions on Variability in Product
Category Sales," Marketing Science, Summer 1992, 207-220
7. **Tellis, Gerard J. and Fred S. Zufryden. "Tackling the Retailer Decision Maze:
Which Brands to Discount, How Much, When, and Why?," Marketing Science,
1995, 271-299
Supplemental
1. Robinson, Bruce and Chet Lakhani. "Dynamic Price Models for NewProduct
Planning," Management Science, June 1975, 11131122
2. Simon, Hermann. "Dynamics of Price Elasticity and Brand Life Cycles: An
Empirical Study," Journal of Marketing Research, November 1979, 439452
Bundling
1. Venkatesh, R. and Vijay Mahajan. "A Probabilistic Approach to Pricing a Bundle
of Products or Services," Journal of Marketing Research, November 1993, 494508
2. **Kaicher, Ajit, William O. Bearden, and Kenneth C. Manning. "Component
versus Bundle Pricing: The Role of Selling Price Deviations from Price
Expectations," Journal of Business Research, 1995, 231-239
3. **Simonin, Bernard L. and Julie A. Ruth. "Bundling as a Strategy for New Product
Introduction: Effects on Consumers' Reservation Prices for the Bundle, the New
Product, and Its Tie-in," Journal of Business Research, 1995, 219-230
4. **Yadav, Manjit S. "Bundle Evaluation in Different Market Segments: The Effects
of Discount Framing and Buyers' Preference Heterogeneity," Journal of the
Academy of Marketing Science, 1995, 206-215
Miscellaneous
1. Massy, William P. and Ronald E. Frank. "Short Term Price and Dealing Effects in
Selected Market Segments," Journal of Marketing Research, May 1965, 171185
2. Raju, Jagmohan S., V. Srinivasan, and Rajiv Lal. "The Effects of Brand Loyalty
on Competitive Price Promotional Strategies," Management Science, March
1990, 276304
3. **Hoch, Stephen J., Byung-Do Kim, Alan L. Montgomery, and Peter E. Rossi.
"Determinants of Store-Level Price Elasticity," Journal of Marketing Research,
February 1995, 17-29
4. **Kumar, V. and Arun Pereira. "Explaining the Variation in Short-Term Sales
Response to Retail Price Promotion," Journal of the Academy of Marketing
Science, 1995, 155-169
5. **Mulhern, Francis J. "Measuring Market Response to Price Changes: A
Classification Approach," Journal of Business Research, 1995, 197-205
New Product Diffusion Models
Overview
1. Mahajan, Vijay and Eitan Muller. "Innovation Diffusion and New Product Growth
Models in Marketing," Journal of Marketing, Fall 1979, 5568
2. Gatignon, Hubert and Thomas S. Robertson. "A Propositional Inventory for New
Diffusion Research," Journal of Consumer Research, March 1985, 849867
3. Mahajan, Vijay, Eitan Muller, and Frank M. Bass. "New Product Diffusion Models
in Marketing: A Review and Directions for Research," Journal of Marketing,
January 1990, 126
4. Sultan, Fareena, John U. Farley, and Donald Lehmann. "A MetaAnalysis of
Applications of Diffusion Models," Journal of Marketing Research, February
1990, 7077
Supplemental
1. Rogers, Everett M. and J. David Stanfield. "Adoption and Diffusion of New
Products: Emerging Generalizations and Hypotheses," in Applications of the
Sciences in Marketing Management (Bass, King and Pessemier, eds.). New
York: John Wiley and Sons, 1968, 227250
NPGMs and Extensions
1. Fourt, Louis A. and Joseph W. Woodlock. "Early Prediction of Market Success
for New Grocery Products," Journal of Marketing, October 1960, 3138
2. Bass, Frank M. "A New Product Growth Model for Consumer Durables,"
Management Science, January 1969, 215227
3. Tigert, Douglas and Behrooz Farivar. "The Bass NPGM: A Sensitivity Analysis
for a High Technology Product," Journal of Marketing, Fall 1981, 8190
4. Horsky, Dan and Leonard S. Simon. "Advertising and the Diffusion of New
Products," Marketing Science, Winter 1983, 117
5. Easingwood, Christopher J., Vijay Mahajan and Eitan Muller. "A Nonuniform
Influence Innovation Diffusion Model of New Product Acceptance," Marketing
Science, Summer 1983, 273295
6. Kalish, Shlomo. "A New Product Adoption Model with Price, Advertising, and
Uncertainty," Management Science, December 1985, 15691584
7. Easingwood, Christopher J. "Early Product Life Cycle Forms for Infrequently
Purchased Major Products," International Journal of Research in Marketing,
1987, 3-9
8. Hyman, Michael R. "The Timeliness Problem in the Application of 'BassType'
New Product Diffusion Models to Durable Sales Forecasting," Journal of
Business Research, January 1988, 3146
9. Mahajan, Vijay, Eitan Muller, and Rajendra K. Srivastava. "Determination of
Adopter Categories by Using Innovation Diffusion Models," Journal of Marketing
Research, February 1990, 3750
10. Horsky, Dan. "A Diffusion Model Incorporating Product Benefits, Price, Income
and Information," Marketing Science, Fall 1990, 342365
11. Chatterjee, Rabikar and Jehoshua Eliashberg. "The Innovation Diffusion Process
in a Heterogeneous Population: A Micromodeling Approach," Management
Science, September 1990, 10571079
12. Jain, Dipak, Vijay Mahajan, and Eitan Muller. "Innovation Diffusion in the
Presence of Supply Restrictions, Marketing Science, Winter 1991, 83-90
13. Parker, Philip M. "Price Elasticity Dynamics Over the Adoption Life Cycle,"
Journal of Marketing Research, August 1992, 358-367
Supplemental
1. Dodds, Wellesley. "An Application of the Bass Model in LongTerm New Product
Forecasting," Journal of Marketing Research, August 1973, 308311
2. Parsons, Leonard J. "The Product Life Cycle and Time Varying Advertising
Elasticities," Journal of Marketing Research, November 1975, 476480
3. Dodson, Joe A. and Eitan Muller. "Models of New Product Diffusion Through
Advertising and WordofMouth," Management Science, November 1978, 15681578
4. Mahajan, Vijay and Robert A. Peterson. "Innovation Diffusion in a Dynamic
Potential Adaptor Population," Management Science, November 1978, 15891597
5. Bass, Frank M. "The Relationship Between Diffusion Rates, Experience Curves,
and Demand Elasticities for Consumer Durable Technological Innovations,"
Journal of Business (University of Chicago), 53, 1980, s51s67
6. Heeler, Roger M. and Thomas P. Hustad. "Problems in Predicting New Product
Growth for Consumer Durables," Management Science, October 1980, 10071020
7. Lawrence, Kenneth D. and William H. Lawton. "Applications of Diffusion Models:
Some Empirical Results," in New Product Forecasting: Models and Applications
(Wind, Mahajan and Cardozo, eds.), Lexington, Mass: D.C. Heath and Co., 1981,
529541
8. Harrell, Stephen G. and Elmer D. Taylor. "Modeling the Product Life Cycle for
Consumer Durables," Journal of Marketing, Fall 1981, 6875
9. Schmittlein, David C. and Vijay Mahajan. "Maximum Likelihood Estimation for an
Innovation Diffusion Model of New Product Acceptance," Marketing Science,
Winter 1982, 5778
10. Bass, Frank M. and Alain V. Bultez. "A Note on Optimal Pricing of Technological
Innovations," Marketing Science, Fall 1982, 371378
11. Mahajan, Vijay, Eitan Muller, and Roger A. Kerin. "Introduction Strategy for New
Products with Positive and Negative WordofMouth," Management Science,
December 1984, 13891404
12. Kalish, Shlomo and Gary L. Lilien. "A Market Entry Timing Model for New
Technologies," Management Science, February 1986, 194205
With Replacement
1. Norton, John A. and Frank M. Bass. "A Diffusion Theory Model of Adoption and
Substitution for Successive Generations of HighTechnology Products,"
Management Science, September 1987, 10691086
2. Bayus, Barry L. "The Consumer Durable Replacement Buyer," Journal of
Marketing, January 1991, 42-51
3. Bayus, Barry L. "The Dynamic Pricing of Next Generation Consumer Durables,"
Marketing Science, Summer 1992, 251-265
4. Bayus, Barry L. "High-Definition Television: Assessing Demand Forecasts for a
Next Generation Consumer Durable," Management Science, November 1993,
1319-1333.
International
1. Gatignon, Hubert, Jehoshua Eliashberg, and Thomas S. Robertson. "Modeling
Multinational Diffusion Patterns: An Efficient Methodology," Marketing Science,
Summer 1989, 231247
2. Takada, Hirokazu and Dipak Jain. "Cross-National Analysis of Diffusion of
Consumer Durable Goods in Pacific Rim Countries," Journal of Marketing, April
1991, 48-54
3. Helsen, Kristiaan, Kamel Jedidi, and Wayne S. DeSarbo. "A New Approach to
Country Segmentation Utilizing Multinational Diffusion Patterns," Journal of
Marketing, October 1993, 60-71
New Product Models Based on Pre-Test Market Data
Overview
1. Clancy, Kevin J., Robert S. Shulman, and Marianne M. Wolf. Simulated Test
Marketing: Technology for Launching Successful New Products, New York:
Lexington Books, 1995, 49-78
2. Claycamp, Henry J. and Lucient E. Liddy. "Prediction of New Product
Performance: An Analytical Approach," Journal of Marketing Research,
November 1969, 414420
3. Silk, Alvin J. and Glen J. Urban. "PreTestMarket Evaluation of New Packaged
Goods: A Model and Measurement Methodology," Journal of Marketing
Research, May 1978, 171191
4. Urban, Glen L. and Gerald M. Katz. "PreTestMarket Models: Validation and
Managerial Implications," Journal of Marketing Research, August 1983, 221 234
5. Urban, Glen L., John R. Hauser, and John H. Roberts. "Prelaunch Forecasting of
New Automobiles," Management Science, April 1990, 401421
Supplemental
1. Blackburn, Joseph D. and Kevin J. Clancy. "Litmus: A New Product Planning
Model," in Marketing Planning Models (A.A. Zoltners, ed.). TIMS Studies in the
Management Sciences, Vol. 18. New York: NorthHolland, 1982
New Product Models Based on Test Market Data
Overview
1. Narasimhan, Chakravarthi and Subrata K. Sen. "New Product Models for Test
Market Data," Journal of Marketing, Winter 1983, 1124
2. Mahajan, Vijay, Eitan Muller, and Subhash Sharma. "An Empirical Comparison of
Awareness Forecasting Models of New Product Introduction," Marketing
Science, Summer 1984, 179206
Specific Models
1. Parfitt, J.H. and B.J.K. Collins. "Use of Consumer Panels for BrandShare
Predictions," Journal of Marketing Research, May 1968, 131145
2. Blattberg, Robert and John Golanty. "Tracker: An Early Test Market Forecasting
and Diagnostic Model for New Product Planning," Journal of Marketing
Research, May 1978, 192202
3. Pringle, Lewis G., R. Dale Wilson and Edward I. Brody. "NEWS: A DecisionOriented Model for New Product Analysis and Forecasting," Marketing Science,
Winter 1982, 129
Supplemental
1. Massy, William F. "Stochastic Models for Monitoring NewProduct Introductions,"
in Applications of the Sciences in Marketing Management (Bass, King and
Pessemier, eds.). New York: John Wiley and Sons, 1968, 85111
2. Zufryden, Fred S. "A General Model for Assessing New Product Marketing
Decisions and Market Performance," in Marketing Planning Models (A.A.
Zoltners, ed.). TIMS Studies in the Management Sciences, Vol. 18. New York:
NorthHolland, 1982
Product Design
1. Hauser, John R. and Steven M. Shugan. "Defensive Marketing Strategies,"
Marketing Science, Fall 1983, 319360
2. Hauser, John R., and Seven P. Gaskin. "Application of the 'Defender' Consumer
Model," Marketing Science, Fall 1984, 327351
3. Shugan, Steven M. "Estimating Brand Positioning Maps Using Supermarket
Scanning Data," Journal of Marketing Research, February 1987, 118
4. Urban, Glen L. and Eric Von Hippel. "Lead User Analyses for the Development of
New Industrial Products," Management Science, May 1988, 569582
Supplemental
1. Urban, Glen L. "Perceptor: A Model for Product Positioning," Management
Science, April 1975, 858871
2. Shocker, Allan D. and V. Srinivasan. "Multiattribute Approaches for Product
Concept Evaluation and Generation: A Critical Review," Journal of Marketing
Research, May 1979, 159180
Advertising
Overview
1. Dhalla, Nariman K. "Assessing the LongTerm Value of Advertising," Harvard
Business Review, JanuaryFebruary 1978, 8795
2. Little, John D.C. "Aggregate Advertising Models: The State of the Art,"
Operations Research, JulyAugust 1979, 629667
3. Bass, Frank M. "Some Case Histories of Econometric Modeling in Marketing:
What Really Happened?," Interfaces, February 1980, 8690
4. Aaker, David A. and James M. Carman. "Are You Overadvertising?," Journal of
Advertising Research, August/September 1982, 5770
5. Assmus, Gert, John U. Farley and Donald R. Lehmann. "How Advertising Affects
Sales: MetaAnalysis of Economic Results," Journal of Marketing Research,
February 1984, 6574
SimultaneousEquation Models
1. Bass, Frank M. "A Simultaneous Equation Regression Study of Advertising and
Sales of Cigarettes," Journal of Marketing Research, August 1969, 291300
2. Dominquez, Luis V. and Albert L. Page. "A Note on a SimultaneousEquation
Regression Study of Advertising and Sales of Cigarettes," Journal of Marketing
Research, August 1971, 386389
3. Bass, Frank M. "Testing Vs. Estimation in SimultaneousEquation Regression
Models," Journal of Marketing Research, August 1971, 388389
Supplemental
1. Bass, Frank M. and Leonard J. Parsons. "SimultaneousEquation Regression
Analysis of Sales and Advertising," Applied Economics, Vol. 1, 1969, 103124
2. Parsons, Leonard J. and Frank M. Bass. "Optimal AdvertisingExpenditure
Implications of a SimultaneousEquation Regression Analysis," Operations
Research, MayJune 1971, 822831
3. Beckwith, Neil E. "Multivariate Analysis of Sales Responses of Competing
Brands to Advertising," Journal of Marketing Research, May 1972, 168176
4. Clarke, Darral G. "SalesAdvertising CrossElasticities and Advertising
Competition," Journal of Marketing Research, August 1973, 250261
DistributedLag Models
1. Palda, Kristian S. "The Measurement of Cumulative Advertising Effects," Journal
of Business (University of Chicago), April 1965
2. Bass, Frank M. and Darral G. Clarke. "Testing Distributed Lag Models of
Advertising Effect," Journal of Marketing Research, August 1972, 298308
3. Clarke, Darral G. "Econometric Measurement of the Duration of Advertising
Effect on Sales," Journal of Marketing Research, November 1976, 345357
4. Gatignon, Hubert. "Competition as a Moderator of the Effect of Advertising on
Sales," Journal of Marketing Research, November 1984, 387398
5. Bultez, Alain V. and Philippe A. Naert. "Does Lag Structure Really Matter in
Optimizing Advertising Expenditures?," Management Science, May 1979, 454465
6. Magat, Wesley A., John M. McCann, and Richard C. Morey. "When Does Lag
Structure Really Matter in Optimizing Advertising Expenditures?," Management
Science, February 1986, 182193
Supplemental
1. Vidale, M.L. and H.B. Wolfe. "An OperationsResearch Study of Sales Response
to Advertising," Operations Research, June 1957, 370381
2. Houston, Franklin S. and Doyle L. Weiss. "An Analysis of Competitive Market
Behavior," Journal of Marketing Research, May 1974, 151155
3. Parsons, Leonard. "A Ratchet Model of Advertising Carryover Effects," Journal of
Marketing Research, February 1976, 7679
4. Weiss, Doyle L., Franklin S. Houston, and Pierre Windal. "The Periodic Pain of
Lydia E. Pinkham," Journal of Business, No.1, 1978, 91101
5. Horsky, Dan. "Market Share Response to Advertising: An Example of Theory
Testing," Journal of Marketing Research, February 1977, 1021
6. Weiss, Doyle L. and Pierre M. Windal. "Testing Cumulative Advertising Effects: A
Comment on Methodology," Journal of Marketing Research, August 1980, 371378
7. Weinberg, Charles B. and Doyle L. Weiss. "On the Econometric Measurement of
the Duration of Advertising Effect on Sales," Journal of Marketing Research,
November 1982, 585591
8. Clarke, Darral G. "A Reply to Weinberg and Weiss," Journal of Marketing
Research, November 1982, 592594
9. Bass, Frank M. and Robert P. Leone. "Temporal Aggregation, the Data Interval
Bias, and Empirical Estimation of Bimonthly Relations from Annual Data,"
Management Science, January 1983, 111
10. Weiss, Doyle L., Charles B. Weinberg and Pierre M. Windal. "The Effects of
Serial Correlation and Data Aggregation on Advertising Measurement," Journal
of Marketing Research, August 1983, 268279
11. Vanhonacker, Wilfried R. "Carryover Effects and Temporal Aggregation in a
Partial Adjustment Model Framework," Marketing Science, Summer 1983, 297317
12. Doyle, Peter, and John Saunders. "The Lead Effect of Marketing Decisions,"
Journal of Marketing Research, February 1985, 5465
13. Srinivasan, V. and Helen A. Weir. "A Direct Aggregation Approach to Inferring
Microparameters of the Koyck AdvertisingSales Relationship from Macro Data,"
Journal of Marketing Research, May 1988, 145156
Miscellaneous
1. Hanssens, Dominique M. and Barton A. Weitz. "The Effectiveness of Industrial
Print Advertising Across Product Categories," Journal of Marketing Research,
August 1980, 294306
2. Bemmaor, Albert and Dominique Mouchoux. "Measuring the Short-Term Effect of
In-Store Promotion and Retail Advertising on Brand Sales: A Factorial
Experiment," Journal of Marketing Research, May 1991, 202-214
3. Sethuraman, Raj and Gerard J. Tellis. "An Analysis of the Tradeoff Between
Advertising and Price Discounting," Journal of Marketing Research, May 1991,
160-174
4. Kanetkar, Vinay, Charles B. Weinberg, and Doyle L. Weiss. "Price Sensitivity and
Television Advertising Exposures: Some Empirical Findings," Marketing Science
, Fall 1992, 359-371
5. **Lodish, Leonard M, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger,
Beth Lubetkin, Bruce Richardson, and Mary Ellen Stevens. "How TV Advertising
Works: A Meta-Analysis of 389 Real World Split Cable TV Advertising
Experiments," Journal of Marketing Research, May 1995, 125-139
6. **Papatla, Purushottam. "A Dynamic Model of the Advertising-Price Sensitivity
Relationship for Heterogeneous Consumers," Journal of Business Research,
1995, 261-271
7. **Tellis, Gerard J. and Doyle L. Weiss. "Does TV Advertising Really Affect
Sales? The Role of Measures, Models, and Data Aggregation," Journal of
Advertising, Fall 1995, 1-12
Supplemental
1. Quandt, Richard E. "Estimating the Effectiveness of Advertising: Some Pitfalls of
Econometric Analysis," Journal of Marketing Research, May 1964, 5160
2. Gensch, Dennis H. "Computer Models in Advertising Media Selection," Journal of
Marketing Research, November 1968, 414424
3. Rao, Ambar G. and Gary Lilien. "A System of Promotional Models," Management
Science, October 1972, 152160
4. Aaker, David A. and John G. Myers. Advertising Management. Englewood Cliffs,
NJ: PrenticeHall, 1975, 469494
5. Aaker, David A. "ADMOD: An Advertising Decision Model," Journal of Marketing
Research, February 1975, 3745
6. Blattberg, Robert C. and Abel P. Jeuland. "A Micromodeling Approach to
Investigate the AdvertisingSales Relationship," Management Science,
September 1981, 9881005
7. Simon, Hermann. "ADPULS: An Advertising Model with Wearout and Pulsation,"
Journal of Marketing Research, August 1982, 352363
8. Sethi, Suresh P. "Optimal LongRun Equilibrium Advertising Level for the
BlattbergJeuland Model," Management Science, December 1983, 14361443
9. Erickson, Gary and Robert Jacobson. "Gaining Comparative Advantage Through
Discretionary Expenditures: The Returns to R&D and Advertising, Management
Science, September 1992, 1264-1279
Brand Switching/Variety Seeking
Historical
1. Frank, Ronald E. "Brand Choice as a Probability Process," Journal of Business
(University of Chicago), January 1962, 4356
2. Kuehn, Alfred A. "Consumer Brand Choice as a Learning Process," Journal of
Advertising Research, December 1962, 1017
3. Farley, John U. "Why Does 'Brand Loyalty' Vary Over Products?," Journal of
Marketing Research, November 1964, 914
4. Ehrenberg, A.S.C. "An Appraisal of Markov BrandSwitching Models," Journal of
Marketing Research, November 1965, 347362
5. Nicosia, Francisco M. Consumer Decision Processes: Marketing and Advertising
Implications. Englewood Cliffs, NJ: PrenticeHall, Inc., 1966
6. Carman, James M. "Brand Switching and Linear Learning Models," Journal of
Advertising Research, June 1966, 2331
7. Morrison, Donald G. "Testing BrandSwitching Models," Journal of Marketing
Research, November 1966, 401409
8. Goodhardt, G.J. and A.S.C. Ehrenberg. "Conditional Trend Analysis: A
Breakdown by Initial Purchase Level," Journal of Marketing Research, May 1967,
155161
9. Morrison, Donald G. "Conditional Trend Analysis: A Model that Allows for
Nonusers," Journal of Marketing Research, August 1969, 342346
10. Bass, Frank M., Edgar A. Pessemier, and Donald R. Lehmann. "An Experimental
Study of Relationships Between Attitudes, Brand Preference, and Choice,"
Behavioral Science, November 1972, 532541
Overview
1. Naert, Philippe A. and Peter Leeflang. Building Implementable Marketing Models.
Boston: Leiden Press, 1978, Chapter 10
2. Bass, Frank M. "Analytical Approaches in the Study of Purchase Behavior and
Brand Choice," in Selected Aspects of Consumer Behavior: A Summary from the
Perspective of Different Disciplines. Washington, D.C.: U.S. Government Printing
Office, NSF/RA770013, 1977
3. Blattberg, Robert C. "Evaluation of Stochastic Brand Choice Models," in
Marketing Decision Models (Schultz and Zoltners, eds.). New York: NorthHolland, 1981, 183206
4. Corstjen, Marcel L. and David A. Gautschi. "Formal Choice Models in Marketing,"
Marketing Science, Winter 1983, 1956
5. Greene, Jerome D. Consumer Behavior Models for NonStatisticians: The River
of Time. Praeger
6. **Neslin, Scott, Greg Allenby, Andrew Ehrenberg, Steve Hoch, Gilles Laurent,
Robert Leone, John Little, Leonard Lodish, Robert Shoemaker, and Dick Wittink.
"A Research Agenda for Making Scanner Data More Useful to Managers,"
Marketing Letters, 1994, 395-412
7. **Winter, Russell S., Randolph E. Bucklin, John Deighton, Tulin Erdem, Peter S.
Fader, J. Jeffrey Inman, Hotaka Katahira, Kay Lemon, and Andrew Mitchell.
"When Worlds Collide: The Implications of Panel Data-Based Choice Models for
Consumer Behavior," Marketing Letters, 1994, 383-394
Supplemental
1. Ehrenberg, A.S.C. "The Pattern of Consumer Purchases," Applied Statistics,
March 1959, 2641
2. Massy, William F., David Montgomery, and Donald G. Morrison. Stochastic
Models of Buying Behavior. Cambridge, Mass.: MIT Press, 1970
3. Montgomery, David B. and Adrian B. Ryans. "Stochastic Models of Consumer
Choice Behavior," in Consumer Behavior (Ward and Robinson, eds.). Englewood
Cliffs, NY: PrenticeHall, 1973
4. Fitzroy, Peter T. Analytic Methods for Marketing Management. New York:
McGrawHill, 1976, 6472
Bass' Theory of Stochastic Preference
1. Herniter, Jerome D. "An Entropy Model of Brand Purchase Behavior," Journal of
Marketing Research, November 1973, 361375
2. Bass, Frank M. "The Theory of Stochastic Preference and Brand Switching,"
Journal of Marketing Research, February 1974, 120
3. Zielinski, Joan. "Stochastic Preference Theory: Some Unresolved Questions,"
Journal of Marketing Research, August 1980, 379382
4. Bass, Frank M. "Reflections on 'Stochastic Preference Theory: Some Unresolved
Questions'," Journal of Marketing Research, August 1980, 383384
5. Sharma, Subhash. "The Theory of Stochastic Preferences: Further Comments
and Clarifications," Journal of Marketing Research, August 1981, 364369
Negative Binomial Distribution (NBD) Models
1. Ehrenberg, A.S.C. Repeat Buying: Theory and Applications. New York: NorthHolland, 1972, Chapter 11
2. Schmittlein, David C., Albert C. Bemmaor, and Donald G. Morrison. "Why Does
the NBD Model Work? Robustness in Representing Product Purchases, Brand
Purchases and Imperfectly Recorded Purchases," Marketing Science, Summer
1985, 255266
3. Kahn, Barbara E., Manohar U. Kalwani, and Donald G. Morrison. "Niching
Versus ChangeofPace Brands: Using Purchase Frequencies and Penetration
Rates to Infer Brand Positionings," Journal of Marketing Research, November
1988, 384390
4. Colombo, Richard A. and Donald G. Morrison. "A Brand Switching Model with
Implications for Marketing Strategies," Marketing Science, Winter 1989, 8999
5. Bordley, Robert F. "Relaxing the Loyalty Condition in the Colombo/Morrison
Model," Marketing Science, Winter 1989, 100103
6. Ehrenberg, Andrew S.C., Gerald J. Goodhardt, and T. Patrick Barwise. "Double
Jeopardy Revisited," Journal of Marketing, July 1990, 8291
7. **Bemmaor, Albert C. "Predicting Behavior from Intention-to-Buy Measures: The
Parametric Case," Journal of Marketing Research, May 1995, 176-191
Supplemental
1. Stewart, John F. "The Beta Distribution as a Model of Behavior in Consumer
Goods Markets," Management Science, September 1979, 813821
2. Hutchinson, J. Wesley. "Discrete Attribute Models of Brand Switching," Marketing
Science, Fall 1986, 350371
Logit Models
1. **Kalyanaram, Gurumurthy and John D.C. Little. "An Empirical Analysis of
Latitude of Price Acceptance in Consumer Package Goods," Journal of
Consumer Research, December 1994, 408-418
2. **Kim, Byung-Do and Peter E. Rossi. "Purchase Frequency, Sample Selection,
and Price Sensitivity: The Heavy-User Bias," Marketing Letters, 1994, 57-67
3. **Krishnamurthi, Lakshman, S.P. Raj, and K. Sivakumar. "Unique Inter-Brand
Effects of Price on Brand Choice," Journal of Business Research, 1995, 47-56
Miscellaneous
1. Bass, Frank M., Moshe M. Givon, Manohar U. Kalwani, David Reibstein, and
Gordon P. Wright. "An Investigation into the Order of the Brand Choice Process,"
Marketing Science, Fall 1984, 267287
2. Lattin, James M. and Leigh McAlister. "Using a VarietySeeking Model to Identify
Substitute and Complementary Relationships Among Competing Products,"
Journal of Marketing Research, August 1985, 330339
3. Bawa, Kapil. "Modeling Interia and Variety Seeking Tendencies in Brand Choice
Behavior," Marketing Science, Summer 1990, 263-278
4. Kahn, Barbara E. and Jagmohan S. Raju. "Effects of Price Promotions on
Variety-Seeking and Reinforcement Behavior," Marketing Science , Fall 1991
5. Bayus, Barry L. "Brand Loyalty and Marketing Strategy: An Application to Home
Appliances," Marketing Science, Winter 1992, 21-38
6. Hauser, John, Glen L. Urban, and Bruce D. Weinberg. "How Consumers Allocate
Their Time When Searching for Information," Journal of Marketing Research,
November 1993, 452-466
Supplemental
1. **Menon, Geeta, Barbara Bickart, Seymour Sudman, and Johnny Blair. "How
Well Do You Know Your Partner? Strategies for Formulating Proxy-Reports and
Their Effects on Convergence to Self-Reports," Journal of Marketing Research,
February 1995, 75-84
Market Structure
Overview
1. Shocker, Allan D., David W. Stewart, and Anthony J. Zahorik. "Market Structure
Analysis: Practice, Problems, and Promise," in The Interface of Marketing and
Strategy, 1990, G. Day, B. Weitz, and R. Wensley, eds. Greenwich, CT: JAI
Press, 9-56
2. Lancaster, Kevin. "The Economics of Product Variety: A Survey," Marketing
Science, Summer 1990, 189-211
Models
1. Urban, Glen L., Philip L. Johnson, and John R. Hauser. "Testing Competitive
Market Structures," Marketing Science, Spring 1984, 83-112
2. Grover, Rajiv and William R. Dillon. "A Probabilistic Model for Testing
Hypothesized Hierarchical Market Structures," Marketing Science, Fall 1985,
312335
3. Grover, Rajiv and V. Srinivasan. "A Simultaneous Approach to Market
Segmentation and Market Structuring," Journal of Marketing Research, May
1987, 139153
4. Grover, Rajiv and V. Srinivasan. "An Approach for Tracking WithinSegment
Shifts in Market Shares," Journal of Marketing Research, May 1989, 230236
5. Jamieson, Linda F. and Frank M. Bass. "Adjusting Stated Intention Measures to
Predict Trial Purchase of New Products: A Comparison of Models and Methods,"
Journal of Marketing Research, August 1989, 336345
6. Ratneshwar, S. and Allan D. Shocker. "Substitution in Use and the Role of
Usage Context in Product Category Structures, Journal of Marketing Research,
August 1991, 281-295
7. Currim, Imran S. and Linda G. Schneider. "A Taxonomy of Consumer Purchase
Strategies in a Promotion Intensive Environment," Marketing Science, Spring
1991, 91-110
Supplemental
1. Bass, Frank M, Abel Jeuland, and Gordon P. Wright. "Equilibrium Stochastic
Choice and Market Penetration Theories: Derivations and Comparisons,"
Management Science, June 1976, 10511063
2. Givon, Moshe and Dan Horsky. "Market Share Models as Approximators of
Aggregated Heterogeneous Brand Choice Behavior," Management Science,
September 1978, 14041416
3. Kahn, Barbara E., Donald G. Morrison, and Gordon P. Wright. "Aggregating
Individual Purchases to the Household Level," Marketing Science, Summer
1986, 260268
4. McCarthy, Patrick S., P.K. Kannan, Radha Chandrasekharan, and Gordon P.
Wright. "Estimating Loyalty and Switching with an Application to the Automobile
Market," Management Science , October 1992, 1371-1393
5. Zenor, Michael J. and R. K. Srivastava. "Inferring Market Structure with
Aggregate Data: A Latent Segment Approach," Journal of Marketing Research,
August 1993, 369-379
Hendry Model
1. Rao, Vithala R. "NewProduct Sales Forecasting Using the Hendry System," in
New Product Forecasting: Models and Applications (Wind, Mahajan and
Cardozo, eds.). Lexington, Mass: D.C. Heath and Co., 1981, 499527
2. Kalwani, Manohar U. and Donald G. Morrison. "A Parsimonious Description of
the Hendry System," Management Science, January 1977, 467477
3. Ehrenberg, A.S.C. and G.J. Goodhardt. "The Switching Constant," Management
Science, July 1979, 703705
4. Rubinson, Joel R., Wilfried R. Vanhonacker, and Frank M. Bass. "On 'A
Parsimonious Description of the Hendry System'," Management Science,
February 1980, 215226
Market Share
Overview
1. Boulding, William and Richard Staelin. "A Look on the Cost Side: Market Share
and the Competitive Environment," Marketing Science, Spring 1993, 144-166
2. Szymanski, David, Sundar G. Bharadwaj, and P. Rajan Varadarajan. "An
Analysis of the Market Share-Profitability Relationship," Journal of Marketing,
July 1993, 1-18
Classic Models
1. Weiss, Doyle. "An Analysis of the Demand Structure for Branded Consumer
Products," Applied Economics, January 1969, 3749
2. Bell, David E., Ralph L. Keeney, and John D.C. Little. "A Market Share
Theorem," Journal of Marketing Research, May 1975, 136141
3. Barnett, Arnold I. "More on a Market Share Theorem," Journal of Marketing
Research, February 1976, 104109
More Models
1. **Bridges, Eileen, Chi Kin (Bennett) Yim, and Richard A. Briesch. "A High-Tech
Product Market Share Model with Customer Expectations," Marketing Science,
Winter 1995, 61-81
Supplemental
1. Naert, Philippe A. and Alain Bultez. "Logically Consistent Market Share Models,"
Journal of Marketing Research, August 1973, 334340
2. McGuire, Timothy W. and Doyle L. Weiss. "Logically Consistent Market Share
Models II," Journal of Marketing Research, August 1976, 296302
Market Entry/Timing
1. Lilien, Gary L. and Eusand Yoon. "The Timing of Competitive Market Entry: An
Exploratory Study of New Industrial Products," Management Science, May 1990,
568-585
2. Fershtman, Chaim, Vijay Mahajan, and Eitan Muller. "Market Share Pioneering
Advantage: A Theoretical Approach," Management Science, August 1990, 900918
3. Boulding, William and Richard Staelin. "Environment, Market Share, and Market
Power," Management Science, October 1990, 11601177
4. Carpenter, Gregory S. and Kent Nakamoto. "Competitive Strategies for Late
Entry into a Market with a Dominant Brand," Management Science, October
1990, 12681278
5. Kalyanaram, Gurumurthy and Glen L. Urban. "Dynamic Effects of the Order of
Entry on Market Share, Trial Penetration, and Repeat Purchase for Frequently
Purchased Consumer Durables," Marketing Science, Summer 1992, 235-250
6. Golder, Peter N. and Gerard J. Tellis. "Pioneer Advantage: Marketing Logic or
Marketing Legend," Journal of Marketing Research, May 1993, 158-170
7. **Bowman, Douglas and Hubert Gatignon. "Determinants of Competitor
Response Time to a New Product Introduction," Journal of Marketing Research,
February 1995, 42-53
8. **Gruca, Thomas S. and D. Sudharshan. "A Framework for Entry Deterrence
Strategy: The Competitive Environment, Choices, and Consequences," Journal
of Marketing, July 1995, 44-55
Product/Product Line
1. Kekre, Sunder and Kannon Srinivasan. "Broader Product Line: A Necessity to
Achieve Success?" Management Science, October 1990, 12161231
2. Sullivan, Mary W. "Brand Extensions: When to Use Them," Management
Science , June 1992, 793-806
3. Smith, Daniel C. and C. Whan Park. "The Effects of Brand Extensions on Market
Share and Advertising Efficiency," Journal of Marketing Research, August 1992,
296-313
4. Simon, Carol J. and Mary W. Sullivan. "The Measurement and Determinants of
Brand Equity: A Financial Approach," Marketing Science, Winter 1993, 28-52
5. **Bello, David C. and Morris B. Holbrook. "A Does an Absence of Brand Equity
Generalize Across Product Classes?" Journal of Business Research, 1995, 125131
6. **Cobb-Walgren, Cathy J., Cynthia A. Ruble, and Naveen Donthu. "A Brand
Equity, Brand Preference, and Purchase Intent," Journal of Advertising, Fall
1995, 25-40
7. **Purohit, Devavrat. "A What should You Do When Your Competitors Send in the
Clones?" Marketing Science, Fall 1994, 392-411
Sales Force Management
1. Lodish, Leonard M. "A UserOriented Model for Sales Force Size, Product, and
Market Allocation Decisions," Journal of Marketing, Summer 1980, 7078
2. Futrell, Charles M. and A. Parasuraman. "The Relationship of Satisfaction and
Performance to Salesforce Turnover," Journal of Marketing, Fall 1984, 3340
3. Teas, R. Kenneth and James C. McElroy. "Causal Attributions and Expectancy
Estimates: A Framework for Understanding the Dynamics of Salesforce
Motivation," Journal of Marketing, January 1986, 7586
4. Sujan, Harish. "Smarter Versus Harder: An Exploratory Attributional Analysis of
Salespeople's Motivation," Journal of Marketing Research, February 1986, 4149
5. Cron, William L. and John W. Slocum, Jr. "The Influence of Career Stages on
Salespeople's Job Attitudes, Work Perceptions, and Performance," Journal of
Marketing Research, May 1986, 119129
6. Leigh, Thomas W. and Patrick F. McGraw. "Mapping the Procedural Knowledge
of Industrial Sales Personnel: A ScriptTheoretic Investigation," Journal of
Marketing, January 1989, 1634
7. Darmon, Rene Y. "Identifying Sources of Turnover Costs: A Segmental
Approach," Journal of Marketing, April 1990, 4656
8. **Chu, Wujin, Eitan Gerstner, and James D. Hess. "A Costs and Benefits of
Hard-Sell," Journal of Marketing Research, February 1995, 97-102
Data Pooling
Overview
1. Parsons, Leonard J. and Randall Schultz. Marketing Models and Econometric
Research. New York: NorthHolland, 1976, Chapters 4,5 (especially 8797,114116)
Examples
1. Bass, Frank M. and Dick R. Wittink. "Pooling Issues and Methods in Regression
Analysis with Examples in Marketing Research," Journal of Marketing Research,
November 1975, 414425
2. Moriarty, Mark. "CrossSectional, TimeSeries Issues in the Analysis of Marketing
Decision Variables," Journal of Marketing Research, May 1975, 142150
3. Bass, Frank M., Philippe Cattin, and Dick R. Wittink. "Firm Effects and Industry
Effects in the Analysis of Market Structure and Profitability," Journal of Marketing
Research, February 1978, 310
Supplemental
1. Bass, Frank M. "Decomposable Regression Models in the Analysis of Market
Potential," Management Science, April 1971, B485494
Miscellaneous
1. Lilien, Gary L. "Advisor 2: Modeling the Marketing Mix Decision for Industrial
Products," Management Science, February 1979, 191204
2. Farris, Paul W. and Robert D. Buzzell. "A Comment on 'Modeling the Marketing
Mix Decision for Industrial Products," Management Science, January 1980, 97101
3. Lilien, Gary L. "Reply to Farris and Buzzell's Comment on Advisor 2 Paper,"
Management Science, January 1980, 101105
4. Larreche, JeanClaude and V. Srinivasan. "Stratport: A Decision Support System
for Strategic Planning," Journal of Marketing, Fall 1981, 3952
5. Larimore, Wallace E. and Raman K. Mehra. "The Problem of Overfitting Data,"
Byte, October 1985, 167180
6. Capon, Noel, John U. Farley, Donald R. Lehmann, and James M. Hulbert.
"Profiles of Product Innovators Among Large U.S. Manufacturers," Management
Science, February 1992, 157-169
7. **Gopalakrishna, Srinath and Gary L. Lilien. "A Three-Stage Model of Industrial
Trade Show Performance," Marketing Science, Winter 1995, 22-42
8. **Heide, Jan B. and Allen M. Weiss. "A Vendor Consideration and Switching
Behavior for Buyers in High-Technology Markets," Journal of Marketing, July
1995, 30-43
9. **Rust, Roland T., Anthony J. Zahorik, and Timothy L. Keiningham. "A Return on
Quality (ROQ): Making Service Quality Financially Accountable," Journal of
Marketing, April 1995, 58-70