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Research article

First published 2019-9

Effects of Liberalization on Incumbent Firms’ Marketing-Mix Responses and Performance: Evidence from a Quasi-Experiment

Nandini Ramani, Raji Srinivasan

Journal of Marketing

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Research article

First published 2020-6

Marketing Mix Elements and Corporate Social Responsibility: Do they Really Matter to Store Image?

Jalal Rajeh Hanaysha

Jindal Management Journal

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First published 2010-6

Forecasting Marketing-Mix Responsiveness for New Products

Y. Jackie Luan, K. Sudhir

Journal of Marketing Research

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Research article

First published 2004-11

Response Modeling with Nonrandom Marketing-Mix Variables

Puneet Manchanda, Peter E. Rossi, Pradeep K. Chintagunta

Journal of Marketing Research

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Research article

First published 2001-1

Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble's Value Pricing Strategy

Kusum L. Ailawadi, Donald R. Lehmann, Scott A. Neslin

Journal of Marketing

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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

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Research article

First published 2019-11

Marketing Response Modelling: Impact of Digital Marketing for a Luxury Car Brand

Mihir Dash, Kshitiz Sharma

Journal of Creative Communications

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Research article

First published 2020-3

Marketing-Mix Response Across Retail Formats: The Role of Shopping Trip Types

Pranav Jindal, Ting Zhu, Pradeep Chintagunta [...]

Journal of Marketing

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Research article

First published 2013-4

Price and Advertising Effectiveness over the Business Cycle

Harald J. Van Heerde, Maarten J. Gijsenberg, Marnik G. Dekimpe [...]

Journal of Marketing Research

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Research article

First published 1987-8

Modeling Marketing Interactions with Application to Salesforce Effectiveness

Hubert Gatignon, Dominique M. Hanssens

Journal of Marketing Research

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