TOC: J Mar Res
Introduction
Journal of Marketing Research, 54(6)
Tweeting as a Marketing Tool: A Field Experiment in the TV Industry
–Shiyang Gong, Juanjuan Zhang, Ping Zhao, and Xuping Jiang [] []
Dynamically Managing a Profitable Email Marketing Program
–Xi (Alan) Zhang, V. Kumar, and Koray Cosguner [] []
Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness
–Garrett A. Johnson, Randall A. Lewis, and Elmar I. Nubbemeyer [] []
A New Method to Aid Copy Testing of Paid Search Text Advertisements
–Oliver J. Rutz, Garrett P. Sonnier, and Michael Trusov [] []
What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements
–Lara Lobschat, Ernst C. Osinga, and Werner J. Reinartz [] []
Positioning Multicountry Brands: The Impact of Variation in Cultural Values and Competitive Set
–Rajeev Batra, Y. Charles Zhang, Nilüfer Z. Aydinoglu, and Fred M. Feinberg [] []
Analyzing Client Profitability Across Diffusion Segments for a Continuous Innovation
–Ashish Sood and V. Kumar [] []
Franchisor–Franchisee Bankruptcy and the Efficacy of Franchisee Governance
–Kersi D. Antia, Sudha Mani, and Kenneth H. Wathne [] []
Demand for “Healthy” Products: False Claims and FTC Regulation
–Anita Rao and Emily Wang [] []
A Meta-Analysis of Marketing Communication Carryover Effects
–Christine Köhler, Murali K. Mantrala, Sönke Albers, and Vamsi K. Kanuri [] []