Publications
Articles and Papers
- Marketing Metrics: 50+ Metrics Every Executive
Should Master (with Bendle, N., Pfeifer, P.E., and
Reibstein, D.), Wharton School Publishing, 309 pages,
April, 2006. Selected by Strategy + Business as
best marketing book of 2006. Translated into German,
Russian, Korean, Portuguese, and other languages.
U.K./European edition, June 2009. 2nd Edition, published
as Marketing Metrics: The Definitive Guide to Measuring
Marketing Performance, February, 2010.
- PIMS in Retrospect and Prospect, (with M. Moore,
ed), Cambridge University Press, Cambridge, December,
2004.
- “Crafting Multichannel Retailing Strategies,”
with (J. Zhang, J. Irwin, T. Kushwaha, T. Steenburgh,
and B. Weitz, Journal of Interactive Marketing,
(May, 2010).
- “Metrics that Matter – to Marketing Managers,”
with N. Bendle, P. Pfeifer, and D. Reibstein, Marketing
- Journal of Research and Management, (March, 2010).
- “Distribution and Market Share” (with D. Reibstein
and K. Wilbur) and “Marketing/Sales Ratios.” (with
G. Lilien), in Empirical Generalizations about Marketing
Impact, edited by Mike Hanssens, MSI’s Working knowledge
Series, 2009.
- “A Fresh View of the Advertising Budgeting Process,”
(with D. West), in Handbook of Advertising, Tellis,
G. and Ambler, T (eds.), Sage Publications, London,
2007.
- “The Role of Key Account Programs, Trust, and
Brand Strength on Resource Allocation in the Channel
of Distribution,” with Willem Verbeke and Richard
P. Bagozzi, European Journal of Marketing, April,
2006.
- “When Five is a Crowd in the Market Share Attraction
Model: The Dynamic Stability of Competition,” (with
Pfeifer, P.E., Nierop, E., Reibstein, D.), Marketing
– Journal of Research and Management, Issue 1, Quarter
1 2005, 29-45.
- “Using Steiner’s Dual-Stage Model to Develop
Better Measures of Retail Distribution,” The Antitrust
Bulletin, Winter, 2004.
- “The Elasticity of Customer Value to Retention:
The Duration of a Customer Relationship,” with Philip
E. Pfeifer, Journal of Interactive Marketing, Volume
18, No. 2 - Spring 2004
- Getting the Biggest Bang for Your Marketing Buck,”
Measuring and Allocating Marcom Budgets: Seven Expert
Points of View, Marketing Science Institute Monograph,
2003
-
“Dynamic Strategic Thinking” (with P. Dickson
and W. Verbeke), Journal of the Academy of Marketing
Science, vol. 29, no. 3, 2001.
-
“Advertising and Competition,” (with A. Abela),
in Handbook of Marketing and Society, P. Bloom and
G. Gundlach. Eds, Sage Publications, 2000
-
“Why is Five a Crowd in the Market Share Attraction
Model: The Dynamic Stability of Competition,”
(with P. Pfeifer, D. Reibstein, E. van Nierop),
Darden Manuscript, 2001
-
“Trade Promotion: An Essential Part of Selling Through
Resellers,” (Fall, 1999, Sloan Management Review,
(with K. Aliwadi and E. Shames).
- “Market
Share and ROI: Observing the Effect of Unobserved
Variables” (with K. Ailawadi and M. Parry),
International Journal of Research in Marketing,
February 1999.
-
“Path Dependencies and the Long-term Effects of
Routinized Marketing Decisions” (with W. Verbeke,
P. Dickson and E. van Nierop), Marketing Letters,
Summer 1998.
-
"Consumer Response to the Preferred Brand Out-of-stock
Situation" (1998) European Journal of Marketing
(with Paul Farris and Roy Thurik).
-
“Market Power and Performance: A Cross-Industry
Analysis of Manufactures and Retailers” (with
N. Borin and K. Ailawadi), Journal of Retailing,
Fall 1995. (Winner of William Davidson Award for
best paper in 1995.)
-
“Market Share and Distribution: A Generalization,
a speculation, and Some Implications” (with
D. Reibstein), Marketing Science, vol. 14, no. 3
(part 2 of 2), 1995.
-
“A Model for Determining Retail Product Category
Assortment and Space” (with N. Borin and J.
Freeland), Decision Sciences, vol. 25, no. 3, May/June
1994.
- “Retail
Power: Monster or Mouse?” (with K. Ailawadi),
Journal of Retailing, 1992
-
“Structural Analysis of Models with Composite Dependent
Variables” (with M. Parry and K. Ailawadi),
Marketing Science, Summer 1992.
- “A Pilot Test of
Discrimination in Japanese Distribution Channels”
(with N. Borin), Journal of Retailing, Spring 1991.
- “An
Empirical Comparison of Direct Product Profit and
Existing Measures of SKU Productivity” (with
N. Borin), Journal of Retailing, Fall 1990.
-
“Accounting for the Relationship between Market
Share and ROI” (with M. Parry and F. Webster),
Marketing Science Institute Working Paper, 1989.
-
“The Relationship between Distribution and Market
Share” (with C. deKluyver and J. Olver), Marketing
Science, Spring 1989. (A version of this paper has
also been published by the Marketing Science Institute,
Cambridge, MA.)
-
"Push and Pull: A One-Two Punch for Packaged Products"
(with J. Oliver), Sloan Management Review, Fall
1989
-
“Over Control in Advertising Experiments”
(with
D. Reibstein), Journal of Advertising Research,
June 1984. Reprinted as a Journal of Advertising
Research Classic, Vo. 50, No. 6, November-December,
2000. One of 18 articles selected in four decades
1960-2000.
-
“How Price, Ad Expenditures, and Profits Are Linked”
(with D. Reibstein), Harvard Business Review,
November-December 1979.
- “Why Advertising
and Promotion Costs Vary” (with R. Buzzell), Journal
of Marketing, Fall 1979.
- “Comparison Advertising:
Problems and Potential” (with W. Wilkie), Journal
of Marketing, October 1975.
Books and Monographs
-
Advertising Budgeting: A Report from the Field
(with E. Shames and D. Reibstein), American Association
of Advertising Agencies, 1998.
- The Advertising Controversy: Evidence on the
Economic Effects of Advertising (with M. Albion),
Auburn House, 1980.
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