Managing advertising investments in marketing channels

Scent Marketing: Subliminal Advertising Messages

Store chains and service providers beguile customers with a pleasant shopping atmosphere often realized by installing scent diffusers to evaporate overwhelming fragrances. Such systems named as olfactory technology are becoming a standard interior of commercial locations as well as public places and are more and more gain importance in human-computer interaction. This paper delivers insight int...

Pricing in Marketing Channels

This paper provides a critical review of research on pricing within a channel environment. We first describe the literature in terms of increasing time horizons of decision making in a channel setting: (1) retail pass-through (2) pricing contracts and (3) channel design; all of which occur within a given market environment. We then describe the emerging empirical literature on structural econom...

Computational Advertising: A Paradigm Shift for Advertising and Marketing?

Managing Marketing Channel Multiplicity

Advances in information technology and changing customer needs for channel service outputs have dramatically affected the routes to markets in many industries. The authors propose that these changes have led to significant alterations in how customers interact with firms and consequently to a phenomenon that we dub ‘‘channel multiplicity.’’ Channel multiplicity is characterized by the customer’...

Product Innovations, Marketing Investments and Stock Returns

Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the firm value of their actions. In particular, how do customer value creation (through product innovation) and customer value communication (through marketing investments) affect stock returns? This paper examines conceptually and empirically how product innovations and ma...