“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).
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Bayer
“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).
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Jetstar
“A Dynamic Model of Consumer Choice to Brand Development”
by John Roberts (Australian National University and London Business School), Peter Danaher (Melbourne Business School), Alan Simpson (Forethought Research) and Ken Roberts (Forethought Research).
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Prudential
“Uncovering Implicit Customer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities Variable Annuity Sales” by V. Kumar (Georgia State University), and Denish Shah (Georgia State University).
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Introduction
National Dutch Railways
“An Analytical Based Service Monitor and Improvement System for the National Dutch Railways: A Big Data Approach” by Joost Bosma (National Dutch Railways), Martin Heijnsbroek (MIcompany), and Peter C. Verhoef (University of Groningen, Customer Insights Center)
World Bank
“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).
Mercedes Benz
“Managing Advertising Campaigns for New Product Launches in the Automobile Industry: An Application at Mercedes Benz” by Marc Fischer (University of Cologne & University of Technology Sydney).
Introduction
Ebay
“Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment” by Steve Tadelis (UC Berkeley and eBay Research Labs), Chris Nosko (Amazon), and Thomas Blake (eBay).