“Pricing Digital Content Product Lines: A Model and Application for the National Academies Press” by P K Kannan (University of Maryland), Barbara Kline Pope (National Academies Press), and Sanjay Jain (Texas A&M University). Continue reading “National Academies Press”
“Dynamic Marketing Budget Allocation across Countries, Products, and Marketing Activities at Bayer” by Marc Fischer (University of Passau), Sönke Albers (Chrisitan-Albrechts University) and Niles Wagner (University of Passau). Continue reading “Bayer”
“The Impact of Marketing Skills on Business Growth, Prosperity, and Survival: Insights from a Randomized Controlled Trial in Collaboration with the World Bank” by Stephen Anderson-Macdonald (Stanford University), Rajesh Chandy (London Business School), and Bilal Zia (World Bank).
“ECO: Entega’s Profitable New Customer Acquisition on Online Price Comparison Sites” by Martin Natter and Ju-Young Kim, Goethe University Frankfort, Germany and Ana-Marija Ozimec, ENTEGA GmbH & Co. KG, Germany.
“Creating a Measurable Social Media Marketing Strategy for Hokey Pokey: Increasing the Value and ROI of Intangibles & Tangibles” by V. Kumar, Georgia State University, Vikram Bhaskaran, Georgia State University, Rohan Mirchandani, University of Pennsylvania, Milap Shah, Hokey Pokey.