Marketing Decision Support
The Power of Marketing AnalyticsSep 27, 2013
Marketing analytics are often under-appreciated and under-supported; this research reinforces their power. Some C-level executives are unsure of the…
The Commercial Contribution of Clinical Studies for Pharmaceutical DrugsAug 20, 2013 Ashish Sood, Eelco Kappe, and Stefan Stremersch, 2013, 13-115
Based on an extensive database of clinical studies in a major therapeutic market, investigates the dynamic effects of clinical studies on drug sales and marketing expenditures to doctors and patients.
Investigating the Performance of Budget Allocation Rules: A Monte Carlo StudyJul 23, 2013 Marc Fischer, Nils Wagner, and Sönke Albers, 2013, 13-114
In an experimental simulation study, investigates the performance of four marketing budget allocation methods to maximize discounted portfolio profit over a five-period planning horizon.
Self-serving Behavior in Price-Quality CompetitionApr 15, 2013 Marco Bertini, Daniel Halbheer, and Oded Koenigsberg, 2013, 13-107
Investigates the role of self-serving behavior in price and quality competition; identifies the conditions under which it increases or decreases firm profitability.
Big DataJoseph Davies-Gavin, Clarence Lee, and Lingling Zhang, 2013, 13-300
Summarizes the proceedings of MSI's conference on "Big Data," held at the Massachusetts Institute of Technology, Cambridge, on December 4-5, 2012.
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