International journal of research in marketing

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  Año 2014, Vol. 31, Número 2

  • From academic research to marketing practice: : Exploring the marketing science value chain

    John H. Roberts, Ujwal Kayande, Stefan Stremersch

    • Resumen

    págs. 127-238

    

  • Commentary on �From academic research to marketing practice: : Exploring the marketing science value chain� (John H. Roberts, Ujwal Kayande, Stefan Stremersch)

    Donald R. Lehmann

    págs. 140-141

    

  • The impact of marketing science research on practice: : Comment

    ussell S. Winer

    págs. 142-143

    

  • From academic research to marketing practice: : Some further thoughts

    John H. Roberts, Ujwal Kayande, Stefan Stremersch

    • Resumen

    págs. 144-146

    

  • Probabilistic selling vs. markdown selling: : Price discrimination and management of demand uncertainty in retailing

    Dan Hamilton Rice, Scott A. Fay, Jinhong Xie

    • Resumen

    págs. 147-155

    

  • Does retailer CSR enhance behavioral loyalty? A case for benefit segmentation

    Kusum L. Ailawadi, Scott A. Neslin, Y. Jackie Luan, Gail Ayala Taylor

    • Resumen

    págs. 156-167

    

  • The market value for product attribute improvements under price personalization

    Garrett P. Sonnier

    • Resumen

    págs. 168-177

    

  • How much to give? � The effect of donation size on tactical and strategic success in cause-related marketing

    Sarah S. Müller, Anne J. Fries, Karen Gedenk

    • Resumen

    págs. 178-191

    

  • Choosing a digital content strategy: : How much should be free?

    Daniel Halbheer, Florian Stahl, Oded Koenigsberg, Donald R. Lehmann

    • Resumen

    págs. 192-206

    

  • Empirical generalizations of demand and supply dynamics for movies

    Michel Clement, Steven Wu, Marc Fischer

    • Resumen

    págs. 207-223

    

  • Drivers of the cost of capital: : The joint role of non-financial metrics

    Alexander Himme, Marc Fischer

    • Resumen

    págs. 224-238