Periodic Table of Marketing Strategy logo: MS element tile, number 26The Periodic Table of Marketing Strategy v1.0

Column 8 · 44 works

Marketing Programs

Aaker, David A. and James M. Carman (1982), “Are You Overadvertising?”, Journal of Advertising Research, 22 (4), 57–70.

Assmus, Gert, John U. Farley, and Donald R. Lehmann (1984), “How Advertising Affects Sales: Meta-Analysis of Econometric Results”, Journal of Marketing Research, 21 (1), 65–74.

Ataman, M. Berk, Harald J. van Heerde, and Carl F. Mela (2010), “The Long-Term Effect of Marketing Strategy on Brand Sales”, Journal of Marketing Research, 47 (5), 866–82.

Batra, Rajeev and Kevin Lane Keller (2016), “Integrating Marketing Communications: New Findings, New Lessons, and New Ideas”, Journal of Marketing, 80 (6), 122–45.

Bijmolt, Tammo H.A., Harald J. van Heerde, and Rik G.M. Pieters (2005), “New Empirical Generalizations on the Determinants of Price Elasticity”, Journal of Marketing Research, 42 (2), 141–56.

Blattberg, Robert C. and Scott A. Neslin (1990), Sales Promotion: Concepts, Methods, and Strategies. Englewood Cliffs, NJ: Prentice Hall.

Blattberg, Robert C., Gary D. Eppen, and Joshua Lieberman (1981), “A Theoretical and Empirical Evaluation of Price Deals for Consumer Nondurables”, Journal of Marketing, 45 (1), 116–29.

Borden, Neil H. (1964), “The Concept of the Marketing Mix”, Journal of Advertising Research, 4 (2), 2–7.

Clarke, Darral G. (1976), “Econometric Measurement of the Duration of Advertising Effect on Sales”, Journal of Marketing Research, 13 (4), 345–57.

Constantinides, Efthymios (2006), “The Marketing Mix Revisited: Towards the 21st Century Marketing”, Journal of Marketing Management, 22 (3–4), 407–38.

Danaher, Peter J. and Tracey S. Dagger (2013), “Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign”, Journal of Marketing Research, 50 (4), 517–34.

Dean, Joel (1950), “Pricing Policies for New Products”, Harvard Business Review, 28 (6), 45–53.

Dekimpe, Marnik G. and Dominique M. Hanssens (1995), “The Persistence of Marketing Effects on Sales”, Marketing Science, 14 (1), 1–21.

Dekimpe, Marnik G. and Dominique M. Hanssens (1999), “Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability”, Journal of Marketing Research, 36 (4), 397–412.

Dolan, Robert J. and Hermann Simon (1996), Power Pricing: How Managing Price Transforms the Bottom Line. New York: Free Press.

Doyle, Peter and John Saunders (1990), “Multiproduct Advertising Budgeting”, Marketing Science, 9 (2), 97–113.

Fischer, Marc, Sönke Albers, Nils Wagner, and Monika Frie (2011), “Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities”, Marketing Science, 30 (4), 568–85.

Gatignon, Hubert and Dominique M. Hanssens (1987), “Modeling Marketing Interactions with Application to Salesforce Effectiveness”, Journal of Marketing Research, 24 (3), 247–57.

Hinterhuber, Andreas (2004), “Towards Value-Based Pricing: An Integrative Framework for Decision Making”, Industrial Marketing Management, 33 (8), 765–78.

Kienzler, Mario and Christian Kowalkowski (2017), “Pricing Strategy: A Review of 22 Years of Marketing Research”, Journal of Business Research, 78, 101–10.

Lambin, Jean-Jacques (1976), Advertising, Competition and Market Conduct in Oligopoly over Time. Amsterdam: North-Holland.

Little, John D.C. (1970), “Models and Managers: The Concept of a Decision Calculus”, Management Science, 16 (8), B466–B485.

Lodish, Leonard M. (1971), “CALLPLAN: An Interactive Salesman's Call Planning System”, Management Science, 18 (4), P25–P40.

Lodish, Leonard M., Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, and Mary Ellen Stevens (1995), “How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments”, Journal of Marketing Research, 32 (2), 125–39.

Mantrala, Murali K., Prabhakant Sinha, and Andris A. Zoltners (1992), “Impact of Resource Allocation Rules on Marketing Investment-Level Decisions and Profitability”, Journal of Marketing Research, 29 (2), 162–75.

McCarthy, E. Jerome (1960), Basic Marketing: A Managerial Approach. Homewood, IL: Richard D. Irwin.

Mela, Carl F., Sunil Gupta, and Donald R. Lehmann (1997), “The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice”, Journal of Marketing Research, 34 (2), 248–61.

Nagle, Thomas T. (1987), The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making. Englewood Cliffs, NJ: Prentice Hall.

Naik, Prasad A. and Kalyan Raman (2003), “Understanding the Impact of Synergy in Multimedia Communications”, Journal of Marketing Research, 40 (4), 375–88.

Naik, Prasad A., Kalyan Raman, and Russell S. Winer (2005), “Planning Marketing-Mix Strategies in the Presence of Interaction Effects”, Marketing Science, 24 (1), 25–34.

Nijs, Vincent R., Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamp, and Dominique M. Hanssens (2001), “The Category-Demand Effects of Price Promotions”, Marketing Science, 20 (1), 1–22.

Oxenfeldt, Alfred R. (1973), “A Decision-Making Structure for Price Decisions”, Journal of Marketing, 37 (1), 48–53.

Palda, Kristian S. (1964), The Measurement of Cumulative Advertising Effects. Englewood Cliffs, NJ: Prentice Hall.

Pauwels, Koen, Dominique M. Hanssens, and S. Siddarth (2002), “The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase Quantity”, Journal of Marketing Research, 39 (4), 421–39.

Rao, Vithala R. (1984), “Pricing Research in Marketing: The State of the Art”, Journal of Business, 57 (1), S39–S60.

Sethuraman, Raj, Gerard J. Tellis, and Richard A. Briesch (2011), “How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities”, Journal of Marketing Research, 48 (3), 457–71.

Shapiro, Benson P. (1985), “Rejuvenating the Marketing Mix”, Harvard Business Review, 63 (5), 28–34.

Tellis, Gerard J. (1986), “Beyond the Many Faces of Price: An Integration of Pricing Strategies”, Journal of Marketing, 50 (4), 146–60.

Tellis, Gerard J. (1988), “The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of Sales”, Journal of Marketing Research, 25 (4), 331–41.

Tellis, Gerard J. (2004), Effective Advertising: Understanding When, How, and Why Advertising Works. Thousand Oaks, CA: Sage.

Vakratsas, Demetrios and Tim Ambler (1999), “How Advertising Works: What Do We Really Know?”, Journal of Marketing, 63 (1), 26–43.

van Waterschoot, Walter and Christophe Van den Bulte (1992), “The 4P Classification of the Marketing Mix Revisited”, Journal of Marketing, 56 (4), 83–93.

Vidale, M.L. and H.B. Wolfe (1957), “An Operations-Research Study of Sales Response to Advertising”, Operations Research, 5 (3), 370–81.

Zoltners, Andris A. and Prabhakant Sinha (1980), “Integer Programming Models for Sales Resource Allocation”, Management Science, 26 (3), 242–60.