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Marketing Science

Volume 35 · Issue 2

March 201611 articles

2015 Guest Editors-in-Chief, Guest Associate Editors, and Ad Hoc Reviewers

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March 2016pp. 338-340DOI: 10.1287/mksc.2016.0986 ↗

Can Marketing Campaigns Induce Multichannel Buying and More Profitable Customers? A Field Experiment

Elisa Montaguti · Scott A. Neslin · Sara Valentini

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March 2016pp. 201-217DOI: 10.1287/mksc.2015.0923 ↗

Credit Scoring with Social Network Data

Yanhao Wei · Pinar Yildirim · Christophe Van den Bulte · Chrysanthos Dellarocas

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March 2016pp. 234-258DOI: 10.1287/mksc.2015.0949 ↗

Editorial Board

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March 2016pp. iii-iiiDOI: 10.1287/mksc.2016.eb.v35n2 ↗

Focus On Authors

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March 2016pp. 335-337DOI: 10.1287/mksc.2016.0983 ↗

Keyword Management Costs and “Broad Match” in Sponsored Search Advertising

Wilfred Amaldoss · Kinshuk Jerath · Amin Sayedi

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March 2016pp. 259-274DOI: 10.1287/mksc.2015.0919 ↗

Managing Price Promotions Within a Product Line

Maxim Sinitsyn

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March 2016pp. 304-318DOI: 10.1287/mksc.2015.0938 ↗

Managing User-Generated Content: A Dynamic Rational Expectations Equilibrium Approach

Dae-Yong Ahn · Jason A. Duan · Carl F. Mela

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March 2016pp. 284-303DOI: 10.1287/mksc.2015.0937 ↗

Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness

Michelle Andrews · Xueming Luo · Zheng Fang · Anindya Ghose

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March 2016pp. 218-233DOI: 10.1287/mksc.2015.0905 ↗

Price Promotions in Choice Models

John R. Howell · Sanghak Lee · Greg M. Allenby

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March 2016pp. 319-334DOI: 10.1287/mksc.2015.0948 ↗

Satisfaction Spillovers Across Categories

Xiaojing Dong · Pradeep K. Chintagunta

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March 2016pp. 275-283DOI: 10.1287/mksc.2015.0941 ↗