Customer satisfaction, customer retention, and market share

The authors propose a taxonomic framework for defining and measuring alternate forms of variety-seeking and reinforcement behavior. This framework is composed of seven simple and testable models th...

Measuring Variety-Seeking and Reinforcement Behaviors Using Panel Data:

The authors test the hypotheses that parameters of advertising sensitivity for adolescents are significant and perhaps larger than those for adults. Cigarette brand shares of advertising voice are ...

The Last Straw? Cigarette Advertising and Realized Market Shares among Youths and Adults, 1979-1993,

In markets in which first-time purchases are rare, advertising, if it works at all, affects brand shares by either inducing switching or retaining customers who otherwise might switch. There are three possible consequences advertising exposure can have on a household's brand choice. It can increase the probability that the household will change brands (brand switching), it can induce the household to stay with the brand last purchased (repeat purchasing), or it can have no effect on choice probabilities.

The Effects of Advertising on Brand Switching and Repeat Purchasing

The authors empirically explore the revenue impact of marketing-mix variables and their interactions. The findings include the following: pharmaceutical direct-to-consumer advertising and detailing (sales force) affect demand synergistically, detailing raises price elasticity, and detailing has a higher return on investment than does direct-to-consumer advertising. The authors also discuss other implications and provide future research directions.

/pdf/return-on-investment-implications-for-pharmaceutical-3faswbx0z4.pdf

Return on Investment Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing-Mix Interactions:

Guadagni and Little 1983 had a surprising to the authors number of citations, presumably because it was the first paper to build a useful model with UPC scanner panel data. More surprising but not ...

Commentary---A Logit Model of Brand Choice Calibrated on Scanner Data

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Commentary---A Logit Model of Brand Choice Calibrated on Scanner Data