Marketing science

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  Año 2005, Vol. 24, Número 2

  • Brand Loyalty Programs: Are They Shams?

    Steven M. Shugan

    págs. 185-193

    

  • Narrow Focusing: Why the Relative Position of a Good in Its Category Matters More Than It Should

    Christopher K. Hsee, Joseph C. Nunes, France Leclerc

    págs. 194-205

    

  • The Effect of Explicit Reference Points on Consumer Choice and Online Bidding Behavior

    Utpal M. Dholakia, Itamar Simonson

    págs. 206-217

    

  • Third-Party Product Review and Firm Marketing Strategy

    págs. 218-240

    

  • Customized Advertising via a Common Media Distributor

    Esther Gal-Or, Mordechai Gal-Or

    págs. 241-253

    

  • Channel Coordination in the Presence of a Dominant Retailer

    Z. John Zhang, Jagmohan Raju

    págs. 254-262

    

  • The Effect of Standardized Information on Firm Survival and Marketing Strategies

    Rex Du, Carl F. Mela, Christine Moorman

    págs. 263-274

    

  • "Counting Your Customers" the Easy Way: An Alternative to the Pareto/NBD Model

    Bruce G. S. Hardie, Peter S. Fader

    págs. 275-284

    

  • Dynamic Models Incorporating Individual Heterogeneity: Utility Evolution in Conjoint Analysis

    Duncan K. H. Fong, John C. Liechty, Wayne S. DeSarbo

    págs. 285-293

    

  • Results on the Standard Error of the Coefficient Alpha Index of Reliability

    Anne T. Coughlan, Dawn Iacobucci, Adam Duhachek

    págs. 294-301