Themes Vol. 4 No. 1 / 2012

To Zap or Not to Zap:
HOW TO INSERT THE BRAND IN TV COMMERCIALS TO MINIMIZE AVOIDANCE

Thales Teixeira, Michel Wedel and Rik Pieters

pp. 14-23

A CLOSER LOOK AT EMOTIONAL INTELLIGENCE IN MARKETING EXCHANGE

Blair Kidwell, David M. Hardesty, Brian R. Murtha and Shibin Sheng

pp. 24-31

Seeding a Message to Harvest Reach
PREDICTING AND OPTIMIZING THE SPREAD OF ELECTRONIC WORD-OF-MOUTH

Ralf van der Lans, Gerrit van Bruggen, Jehoshua Eliashberg and Berend Wierenga

pp.32-41

Measuring Consumers’ Willingness to Pay
WHICH METHOD FITS BEST?

Klaus M. Miller, Reto Hofstetter, Harley Krohmer, and Z. John Zhang

pp.42-49

Dynamically Allocating the Marketing Budget
HOW TO LEVERAGE PROFITS ACROSS MARKETS, PRODUCTS AND MARKETING ACTIVITIES

Marc Fischer, Sönke Albers, Nils Wagner and Monika Frie

pp.50-59