In business marketing, corporations and institutions are interested in executing a sequence of marketing actions to affect a group of customers. For example, a financial institution may derive marketing strategies for turning their reluctant customers into active ones and a telecommunications company may plan actions to stop their valuable customers from leaving. These marketing plans are aimed...

Vol. XLVI (December 2009), 764–776 764 © 2009, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *GerganaY. Nenkov is Assistant Professor of Marketing, Carroll School of Management, Boston College (e-mail: [email protected]). J. Jeffrey Inman is Albert Wesley Frey Professor of Marketing (e-mail: jinman@ katz.pitt.edu), and John Hulland is Professor of Marketing ...

Vol. XLIV (February 2007), 4–13 4 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Bart J. Bronnenberg is Professor of Marketing, Anderson School of Management, University of California, Los Angeles (e-mail: [email protected]). Sanjay K. Dhar is James H. Lorie Professor of Marketing (e-mail: [email protected]), and Jean-Pierre Dub...

This study examines the implications of the separation theorems in finance to shed light on how these theorems can be refined to accommodate real life financial applications and decision makings. We also generalize the financial theory of the firm by incorporating real options in the production function to accommodate the complexity of real world issues. This modified financial theory of the fi...

Year after year, managers strive to improve financial performance and firm value through marketing actions such as new product introductions and promotional incentives. This study investigates the shortand long-term impact of such marketing actions on financial metrics, including top-line, bottom-line, and stock market performance. The authors apply multivariate time-series models to the automo...

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