Volume 32 · Issue 2

Mar 1, 201314 articles

Erratum

J. R. Landwehr · A. A. Labroo · A. Herrmann

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Mar 1, 2013pp. v-vDOI: 10.1287/mksc.1100.0633 ↗

2011–2012 Gary L. Lilien ISMS-MSI Practice Prize Competition—Special Section Introduction

Russell S. Winer

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March 2013pp. 191-193DOI: 10.1287/mksc.1120.0767 ↗

2012 Guest Editors-in-Chief, Guest Associate Editors, and Ad Hoc Reviewers

Authors not recorded

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March 2013pp. 360-363DOI: 10.1287/mksc.2013.0777 ↗

Advertising and Consumers' Communications

Dmitri Kuksov · Ron Shachar · Kangkang Wang

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March 2013pp. 294-309DOI: 10.1287/mksc.1120.0753 ↗

Economic Value of Celebrity Endorsements: Tiger Woods' Impact on Sales of Nike Golf Balls

Kevin YC Chung · Timothy P. Derdenger · Kannan Srinivasan

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March 2013pp. 271-293DOI: 10.1287/mksc.1120.0760 ↗

Effective Marketing Science Applications: Insights from the ISMS-MSI Practice Prize Finalist Papers and Projects

Gary L. Lilien · John H. Roberts · Venkatesh Shankar

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March 2013pp. 229-245DOI: 10.1287/mksc.1120.0756 ↗

Exclusive Handset Arrangements in the Wireless Industry: A Competitive Analysis

Upender Subramanian · Jagmohan S. Raju · Z. John Zhang

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March 2013pp. 246-270DOI: 10.1287/mksc.1120.0752 ↗

Expected Firm Altruism, Quality Provision, and Brand Extensions

Julio J. Rotemberg

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March 2013pp. 325-341DOI: 10.1287/mksc.1120.0765 ↗

Focus on Authors

Authors not recorded

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March 2013pp. 356-359DOI: 10.1287/mksc.2013.0780 ↗

Media Multiplexing Behavior: Implications for Targeting and Media Planning

Chen Lin · Sriram Venkataraman · Sandy D. Jap

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March 2013pp. 310-324DOI: 10.1287/mksc.1120.0759 ↗

Practice Prize Paper—Category Optimizer: A Dynamic-Assortment, New-Product-Introduction, Mix-Optimization, and Demand-Planning System

Ashish Sinha · Anna Sahgal · Sharat K. Mathur

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March 2013pp. 221-228DOI: 10.1287/mksc.1120.0746 ↗

Practice Prize Paper—PROSAD: A Bidding Decision Support System for Profit Optimizing Search Engine Advertising

Bernd Skiera · Nadia Abou Nabout

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March 2013pp. 213-220DOI: 10.1287/mksc.1120.0735 ↗

Practice Prize Winner—Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey

V. Kumar · Vikram Bhaskaran · Rohan Mirchandani · Milap Shah

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March 2013pp. 194-212DOI: 10.1287/mksc.1120.0768 ↗

Vaporware, Suddenware, and Trueware: New Product Preannouncements Under Market Uncertainty

Elie Ofek · Özge Turut

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March 2013pp. 342-355DOI: 10.1287/mksc.1120.0762 ↗