TOC: Mar Sci
Introduction
Marketing Science, 36(1)
Idea Generation, Creativity, and Prototypicality
–Olivier Toubia, Oded Netzer [] []
Simultaneous or Sequential? Search Strategies in the U.S. Auto Insurance Industry
–Elisabeth Honka, Pradeep Chintagunta [] []
When Less Is More: Data and Power in Advertising Experiments
–Garrett A. Johnson, Randall A. Lewis, David H. Reiley [] []
Benefit-Based Conjoint Analysis
–Dong Soo Kim, Roger A. Bailey, Nino Hardt, Greg M. Allenby [] []
Cartel Formation Through Strategic Information Leakage in a Distribution Channel
–Noam Shamir [] []
Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns
–Inyoung Chae, Andrew T. Stephen, Yakov Bart, Dai Yao [] []
Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity
–Beth L. Fossen, David A. Schweidel [] []
Product Line Bundling: Why Airlines Bundle High-End While Hotels Bundle Low-End
–Steven M. Shugan, Jihwan Moon, Qiaoni Shi, Nanda S. Kumar [] []
Modeling Multimodal Continuous Heterogeneity in Conjoint Analysis — A Sparse Learning Approach
–Yupeng Chen, Raghuram Iyengar, Garud Iyengar [] []