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Marketing Science

Volume 35 · Issue 6

November 201610 articles

Anticipated vs. Actual Synergy in Merger Partner Selection and Post-Merger Innovation

Vithala R. Rao · Yu Yu · Nita Umashankar

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November 2016pp. 934-952DOI: 10.1287/mksc.2016.0978 ↗

Attribution Strategies and Return on Keyword Investment in Paid Search Advertising

Hongshuang (Alice) Li · P. K. Kannan · Siva Viswanathan · Abhishek Pani

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November 2016pp. 831-848DOI: 10.1287/mksc.2016.0987 ↗

Do Sympathy Biases Induce Charitable Giving? The Effects of Advertising Content

K. Sudhir · Subroto Roy · Mathew Cherian

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November 2016pp. 849-869DOI: 10.1287/mksc.2016.0989 ↗

Drug Detailing and Doctors’ Prescription Decisions: The Role of Information Content in the Face of Competitive Entry

Eelco Kappe · Stefan Stremersch

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November 2016pp. 915-933DOI: 10.1287/mksc.2015.0971 ↗

Editorial Board

Authors not recorded

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November 2016pp. iii-iiiDOI: 10.1287/mksc.2016.eb.v35n6 ↗

Focus On Authors

Authors not recorded

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November 2016pp. 995-998DOI: 10.1287/mksc.2016.1016 ↗

Investigating Purchase Conversion by Uncovering Online Visit Patterns

Chang Hee Park · Young-Hoon Park

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November 2016pp. 894-914DOI: 10.1287/mksc.2016.0990 ↗

Quantifying Cross and Direct Network Effects in Online Consumer-to-Consumer Platforms

Junhong Chu · Puneet Manchanda

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November 2016pp. 870-893DOI: 10.1287/mksc.2016.0976 ↗

Sentence-Based Text Analysis for Customer Reviews

Joachim Büschken · Greg M. Allenby

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November 2016pp. 953-975DOI: 10.1287/mksc.2016.0993 ↗

When Random Assignment Is Not Enough: Accounting for Item Selectivity in Experimental Research

Fred M. Feinberg · Linda Court Salisbury · Yuanping Ying

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November 2016pp. 976-994DOI: 10.1287/mksc.2016.0991 ↗