Volume 34 · Issue 2

March 201513 articles

2014 Guest Editors-in-Chief, Guest Associate Editors, and Ad Hoc Reviewers

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March 2015pp. 303-305DOI: 10.1287/mksc.2015.0911 ↗

Call for Nominations—Editor-in-Chief, Marketing Science

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March 2015pp. 306-306DOI: 10.1287/mksc.2015.0916 ↗

Commentaries and Reply on “Predicting Customer Value Using Clumpiness: From RFM to RFMC” by Yao Zhang, Eric T. Bradlow, and Dylan S. Small

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March 2015pp. 209-217DOI: 10.1287/mksc.2015.0904 ↗

Effect of Customer-Centric Structure on Long-Term Financial Performance

Ju-Yeon Lee · Shrihari Sridhar · Conor M. Henderson · Robert W. Palmatier

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March 2015pp. 250-268DOI: 10.1287/mksc.2014.0878 ↗

Erratum

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March 2015pp. 307-307DOI: 10.1287/mksc.2015.0920 ↗

Erratum to “Optimal Reverse-Pricing Mechanisms” by Martin Spann, Robert Zeithammer, and Gerald Häubl

Martin Spann · Robert Zeithammer · Gerald Häubl

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March 2015pp. 297-299DOI: 10.1287/mksc.2014.0883 ↗

Focus On Authors

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March 2015pp. 300-302DOI: 10.1287/mksc.2015.0907 ↗

Managing Blood Donations with Marketing

Ashwin Aravindakshan · Olivier Rubel · Oliver Rutz

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March 2015pp. 269-280DOI: 10.1287/mksc.2014.0892 ↗

Predicting Customer Value Using Clumpiness: From RFM to RFMC

Yao Zhang · Eric T. Bradlow · Dylan S. Small

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March 2015pp. 195-208DOI: 10.1287/mksc.2014.0873 ↗

Pricing Information Goods: A Strategic Analysis of the Selling and Pay-per-Use Mechanisms

Sridhar Balasubramanian · Shantanu Bhattacharya · Vish V. Krishnan

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March 2015pp. 218-234DOI: 10.1287/mksc.2014.0894 ↗

Skimming or Penetration? Strategic Dynamic Pricing for New Products

Martin Spann · Marc Fischer · Gerard J. Tellis

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March 2015pp. 235-249DOI: 10.1287/mksc.2014.0891 ↗

The Reach and Persuasiveness of Viral Video Ads

Catherine E. Tucker

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March 2015pp. 281-296DOI: 10.1287/mksc.2014.0874 ↗

When Harry Bet with Sally: An Empirical Analysis of Multiple Peer Effects in Casino Gambling Behavior

Hee Mok Park · Puneet Manchanda

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March 2015pp. 179-194DOI: 10.1287/mksc.2014.0889 ↗