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Research article

First published 2022-4

Cross-National Differences in Market Response: Line-Length,Price,and Distribution Elasticities in 14 Indo-Pacific Rim Economies

Hannes Datta, Harald J. van Heerde, Marnik G. Dekimpe [...]

Journal of Marketing Research

Open access

Research article

First published 2026

An Investigation into the Evolution of Marketing-Mix Effectiveness: An Empirics-First Approach

Katrijn Gielens, Jan-Benedict E.M. Steenkamp

Journal of Marketing

Retricted access

Research article

First published 2020-5

The Commercial Consequences of Collective Layoffs: Close the Plant,Lose the Brand?

Vardit Landsman, Stefan Stremersch

Journal of Marketing

Retricted access

Research article

First published 1988-8

Implications of Market Structure for Elasticity Structure

Gary J. Russell, Ruth N. Bolton

Journal of Marketing Research

Retricted access

Research article

First published 1988-2

Estimating Elasticities with PIMS Data: Methodological Issues and Substantive Implications

Michael R. Hagerty, James M. Carman, Gary J. Russell

Journal of Marketing Research

Retricted access

Research article

First published 2011-6

How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities

Raj Sethuraman, Gerard J. Tellis, Richard A. Briesch

Journal of Marketing Research

Retricted access

Research article

First published 2017-5

How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?

Hannes Datta, Kusum L. Ailawadi, Harald J. van Heerde

Journal of Marketing

Retricted access

Research article

First published 2010-6

Forecasting Marketing-Mix Responsiveness for New Products

Y. Jackie Luan, K. Sudhir

Journal of Marketing Research

Retricted access

Research article

First published 2001-11

Marketing-Mix Variables and the Diffusion of Successive Generations of a Technological Innovation

Peter J. Danaher, Bruce G.S. Hardie, William P. Putsis

Journal of Marketing Research

Retricted access

Research article

First published 1998-4

Meta-analysis of Advertising Elasticity Estimates: How to Correct for the Sampling Error Bias

Subir Bandyopadhyay

Vikalpa: The Journal for Decision Makers

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