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The targeting of advertising
An important question that firms face in advertising is develo** effective media strategy.
Major improvements in the quality of consumer information and the growth of targeted media …
Major improvements in the quality of consumer information and the growth of targeted media …
Pricing of conspicuous goods: A competitive analysis of social effects
Social needs play an important role in the purchase of conspicuous goods. In this article, the
authors extend traditional economic models to accommodate social needs, such as desire …
authors extend traditional economic models to accommodate social needs, such as desire …
Third-party product review and firm marketing strategy
Product reviews by third parties are growing in popularity. This paper examines when and
how a manufacturing firm should adapt its marketing strategies to such reviews. For …
how a manufacturing firm should adapt its marketing strategies to such reviews. For …
Selling cookies
We propose a model of data provision and data pricing. A single data provider controls a
large database that contains information about the match value between individual …
large database that contains information about the match value between individual …
Consumer learning, brand loyalty, and competition
In several markets, consumers can gain further information regarding how well a product fits
their preferences only by experiencing it after purchase. This could then generate loyalty for …
their preferences only by experiencing it after purchase. This could then generate loyalty for …
Research note consumer addressability and customized pricing
The increasing availability of customer information is giving many firms the ability to reach
and customize price and other marketing efforts to the tastes of the individual consumer. This …
and customize price and other marketing efforts to the tastes of the individual consumer. This …
How do firms make money selling digital goods online?
We review research on revenue models used by online firms who offer digital goods. Such
goods are non-rival, have near zero marginal cost of production and distribution, low …
goods are non-rival, have near zero marginal cost of production and distribution, low …
Voluntary quality disclosure and market interaction
L Guo, Y Zhao - Marketing Science, 2009 - pubsonline.informs.org
Marketers disclose quality information directly to potential consumers using a variety of
communication channels. This study investigates how competition may influence duopoly …
communication channels. This study investigates how competition may influence duopoly …
The benefits of downstream information acquisition
L Guo - Marketing Science, 2009 - pubsonline.informs.org
This study investigates the effects of turning terabytes of raw retail data into managerial
insights (ie, downstream information acquisition) in a strategic channel setting. Two effects of …
insights (ie, downstream information acquisition) in a strategic channel setting. Two effects of …
Branding conspicuous goods: An analysis of the effects of social influence and competition
Branding decisions are critical for the success of new products. Prior research on branding
and brand extension has primarily focused on how branding influences consumers' …
and brand extension has primarily focused on how branding influences consumers' …