Marketing Decision Support
Mid-term Reflections from Kevin Lane KellerJul 17, 2014
In July, MSI’s 2013-15 Executive Director Kevin Lane Keller talked about the efforts and successes of the past 12 months and his goals for the coming year.
The Power of Marketing AnalyticsSep 27, 2013
Marketing analytics are often under-appreciated and under-supported; this research reinforces their power.
The Commercial Contribution of Clinical Studies for Pharmaceutical DrugsAug 20, 2013 Ashish Sood, Eelco Kappe, and Stefan Stremersch, 2013, 13-115
Based on an extensive database of clinical studies in a major therapeutic market, investigates the dynamic effects of clinical studies on drug sales and marketing expenditures to doctors and patients.
Investigating the Performance of Budget Allocation Rules: A Monte Carlo StudyJul 23, 2013 Marc Fischer, Nils Wagner, and Sönke Albers, 2013, 13-114
In an experimental simulation study, investigates the performance of four marketing budget allocation methods to maximize discounted portfolio profit over a five-period planning horizon.
Self-serving Behavior in Price-Quality CompetitionApr 15, 2013 Marco Bertini, Daniel Halbheer, and Oded Koenigsberg, 2013, 13-107
Investigates the role of self-serving behavior in price and quality competition; identifies the conditions under which it increases or decreases firm profitability.
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