Consumer attitudes and behaviors are fundamentally dynamic processes; thus,
understanding consumer dynamics is crucial for truly understanding consumer behaviors …

With the growing popularity of online social networks, it is becoming more important for
marketing researchers to understand and measure social intercorrelations among …

Retailers are accelerating direct marketing efforts to reach consumers, and increasingly
integrating telephone numbers in online and offline advertisements to generate direct …

This paper reports the results of a systematic review of recent literature on the use of
mathematical models in the marketing field to identify the main aims of model adoption in …

We propose a model to assess the value of a distributor in a dynamic stochastic cooperative
advertising supply chain in which a manufacturer wholesales its product to a distributor who …

The purpose of this paper is to explore the managerial implications of a customer-driven
resource allocation methodology in multichannel retailing. A new resource allocation metric …

<? show AQ ID= GQ2 POS=-21pt?><? show AQ ID= GQ5 POS= 12pt?> A brand manager
can interpret a rival's product recall as an opportunity to preempt sales and/or signal …

The importance of optimal marketing communications mix decisions is well-recognized by
both marketing scholars and practitioners. A significant volume of work has addressed the …

Advertising budget allocation across multiple markets has drawn considerable attention in
recent years. To expand previous research and fill a gap in the current literature, this study …

Nonprofit organizations (NPOs) have access to a limited amount of funding which must
finance multiple activities. The challenge of allocating resources includes setting an …