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Marketing Science

Volume 40 · Issue 3

May 202111 articles

A Dynamic Model of Optimal Retargeting

J. Miguel Villas-Boas · Yunfei (Jesse) Yao

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May 2021pp. 428-458DOI: 10.1287/mksc.2020.1267 ↗

A Theoretical Analysis of the Lean Start-up Method

Onesun Steve Yoo · Tingliang Huang · Kenan Arifoğlu

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May 2021pp. 395-412DOI: 10.1287/mksc.2020.1269 ↗

Can Non-tiered Customer Loyalty Programs Be Profitable?

Arun Gopalakrishnan · Zhenling Jiang · Yulia Nevskaya · Raphael Thomadsen

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May 2021pp. 508-526DOI: 10.1287/mksc.2020.1268 ↗

Editorial Board

Authors not recorded

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May 2021pp. ii-iiDOI: 10.1287/mksc.2021.eb.v40n3 ↗

Endogenous Evaluation and Sequential Search

Liang Guo

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May 2021pp. 413-427DOI: 10.1287/mksc.2020.1270 ↗

Focus On Authors

Authors not recorded

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May 2021pp. 589-591DOI: 10.1287/mksc.2021.1297 ↗

Media Platforms’ Content Provision Strategies and Sources of Profits

Wilfred Amaldoss · Jinzhao Du · Woochoel Shin

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May 2021pp. 527-547DOI: 10.1287/mksc.2020.1248 ↗

Pricing Under Dynamic Competition When Loyal Consumers Stockpile

Manish Gangwar · Nanda Kumar · Ram C. Rao

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May 2021pp. 569-588DOI: 10.1287/mksc.2020.1262 ↗

Scalable Data Fusion with Selection Correction: An Application to Customer Base Analysis

Daniel Minh McCarthy · Elliot Shin Oblander

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May 2021pp. 459-480DOI: 10.1287/mksc.2020.1259 ↗

The Effect of Over-the-Top Media Services on Piracy Search: Evidence from a Natural Experiment

Shijie Lu · Koushyar Rajavi · Isaac Dinner

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May 2021pp. 548-568DOI: 10.1287/mksc.2020.1256 ↗

The Fateful First Consumer Review

Sungsik Park · Woochoel Shin · Jinhong Xie

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May 2021pp. 481-507DOI: 10.1287/mksc.2020.1264 ↗