Issues > Overview All MIR articles
Overview All MIR articles
| Author | Title | Issue | Keywords |
|---|---|---|---|
| Anja Lambrecht and Bernd Skiera | MANAGING YOUR CUSTOMER’S TARIFF CHOICE: WHAT TO DO WHEN YOUR CUSTOMERS PAY TOO MUCH | GfK Marketing Intelligence Review,Vol. 1,No. 1, pp. 16-23 | |
| Robert Palmatier, Srinath Gopalakrishna and Mark Houston | HOW COMPANIES CAN MEASURE THE SUCCESS OF THEIR RELATIONSHIP MARKETING INVESTMENTS | GfK Marketing Intelligence Review,Vol. 1,No. 1, pp. 24-35 | |
| Joachim Büschken | HOW DATA ENVELOPMENT ANALYSIS REVEALS BRAND ADVERTISING EFFICIENCY | GfK Marketing Intelligence Review,Vol. 1,No. 1, pp. 36-45 | |
| Bert Weijters, Maggie Geuens and Niels Schillewaert | RESPONSE STYLES AND HOW TO CORRECT THEM | GfK Marketing Intelligence Review,Vol. 1,No. 1, pp. 44-53 | Cross-mode Surveys, Response Styles, Online Research, RIRSMACS |
| Martin Natter, Thomas Reutterer and Andreas Mild | DYNAMIC PRICING SUPPORT SYSTEMS FOR DIY RETAILERS: A CASE STUDY FROM AUSTRIA | GfK Marketing Intelligence Review,Vol. 1,No. 1, pp. 46-53 | |
| Ravi Dhar, Joel Huber and Uzma Khan | CREATING SHOPPING MOMENTUM | GfK Marketing Intelligence Review,Vol. 1,No. 1, pp. 8-15 | |
| Raquel Castaño, Mita Sujan, Manish Kacker and Harish Sujan | PREPARING FOR THE ADOPTION OF THE NEW ARRIVAL | GfK Marketing Intelligence Review,Vol. 1,No. 2, pp. 16-23 | Innovation Management, New Products, Preannouncements, Roll-Out, Communication Strategies, Construal Theory |
| Rebecca W. Hamilton and Joydeep Srivastava | WHEN 2+2 IS NOT THE SAME AS 1+3: UNDERSTANDING CUSTOMER REACTIONS TO PARTITIONED PRICES | GfK Marketing Intelligence Review,Vol. 1,No. 2, pp. 24-31 | Pricing Systems, Price Partitioning, Price Perception, Price Sensitivity |
| V. Kumar, R. Venkatesan and Bharath Rajan | IMPLEMENTING PROFITABILITY THROUGH A CUSTOMER LIFETIME VALUE MANAGEMENT FRAMEWORK | GfK Marketing Intelligence Review,Vol. 1,No. 2, pp. 32-43 | Customer Relationship Management, Customer Lifetime Value, Return on Marketing Contacts |
| Lerzan Aksoy, Bruce Cooil, Christopher Groening, Timothy L. Keiningham and Atakan Yalcin | DOES CUSTOMER SATISFACTION LEAD TO AN INCREASED FIRM VALUE? | GfK Marketing Intelligence Review,Vol. 1,No. 2, pp. 8-15 | Customer Satisfaction, Firm Value, Marketing Metrics |
| Homburg, Christian; Totzek, Dirk; Droll, Mathias | All customers are equal but some are more equal. Should Firms Prioritize Their Customers? | GfK Marketing Intelligence Review,Vol. 2,No. 1, pp. 16-25 | Customer Relationship Management, CRM, Sales Management, Profit Management |
| Trusov, Michael; Bucklin, Randolph E.; Pauwels, Koen | Do you want to be my "friend"? MONETARY VALUE OF WORD-OF-MOUTH MARKETING IN ONLINE COMMUNITIES | GfK Marketing Intelligence Review,Vol. 2,No. 1, pp. 26-33 | WOM, Word-of-Mouth, Referrals, Communication Strategy, Winning New Customers, Internet, Social Networks |
| Verhoef, Peter C.; Leeflang, Peter S. H. | Getting marketing back into the boardroom: The influence of the marketing department in companies today | GfK Marketing Intelligence Review,Vol. 2,No. 1, pp. 34-41 | Marketing Function, Cooperation, Market Orientation, Marketing Capabilities, Business Performance |
| Thorsten Wiesel, Bernd Skiera and Julian Villanueva | MY CUSTOMERS ARE BETTER THAN YOURS! ON REPORTING CUSTOMER EQUITY | GfK Marketing Intelligence Review,Vol. 2,No. 1, pp. 42-53 | Customer Management, Customer Equity, Customer Equity Statement, Customer Equity Flow Statement |
| Tellis, Gerald J.; Yin, Eden; Niraj, Rakesh | Does Quality Win? Competing Against an Entrenched Market-Leader in High-Tech Markets | GfK Marketing Intelligence Review,Vol. 2,No. 1, pp. 8-15 | Competition, Product Quality, Network Effects, Market Evolution, Market Leadership, Market Efficiency, Computer Industry |
| Henderson, Ty; Arora, Neeraj | Doing well while doing good. Linking a social cause to product promotions: Why it Works and How to Make it More Effective | GfK Marketing Intelligence Review,Vol. 2,No. 1, pp. 9-15 | Cause Related Marketing, Product Promotion, Price Promotion, Embedded Promotion |
| Gill, Tripat | Call. Mail. Shoot. Listen. Play. But What Functionalities Add Real Value in Convergent Products? | GfK Marketing Intelligence Review,Vol. 2,No. 2, pp. 16-25 | Product Innovations, Convergent Products, Product Features, Consumer Value, Consumption Goals, Utilitarian, Hedonic |
| Franke, Nikolaus; Keinz, Peter; Steger, Christoph J. | Customization: A Goldmine or a Wasteland? | GfK Marketing Intelligence Review,Vol. 2,No. 2, pp. 26-33 | Individualization, Mass Customization, Segmentation, Innovation, Design, Customer Integration |
| Becker, Jan U.; Greve, Goetz; Albers, Sönke | Left Behind Expectations - How to Prevent CRM Implementations from Failing | GfK Marketing Intelligence Review,Vol. 2,No. 2, pp. 34-41 | Customer Relationship Management, CRM Implementation, CRM Process, CRM Success, Customer Life cycle |
| O' Sullivan, Don; Abela, Andrew V. | Proving Marketing Success Pays Off! Marketing Performance Measurement and its Effects on Marketing’s Stature and Firm Success | GfK Marketing Intelligence Review,Vol. 2,No. 2, pp. 42-49 | Marketing Function, Marketing Abilities, Marketing-Accounting, Performance Measurement |
| Raghuram Iyengar, Christophe Van den Bulte, John Eichert, Bruce West and Thomas W. Valente | HOW SOCIAL NETWORKS AND OPINION LEADERS AFFECT THE ADOPTION OF NEW PRODUCTS | GfK Marketing Intelligence Review,Vol. 3,No. 1, pp. 16-25 | Word-of-Mouth, Opinion Leadership, Social Networks, Product Innovations, Network Marketing |
| Yany Grégoire, Thomas M. Tripp and Renaud Legoux | WHEN YOUR BEST CUSTOMERS BECOME YOUR WORST ENEMIES: DOES TIME REALLY HEALl ALL WONDS? | GfK Marketing Intelligence Review,Vol. 3,No. 1, pp. 26-35 | Customer Relationship Management, Service Failure-Recovery, Customer Revenge, Customer Avoidance, Online Public Complaining |
| Felix Eggers and Henrik Sattler | PREFERENCE MEASUREMENT WITH CONJOINT ANALYSIS OVERVIEW OF STATE-OF-THE-ART APPROACHES AND RECENT DEVELOPMENTS | GfK Marketing Intelligence Review,Vol. 3,No. 1, pp. 36-47 | Preference Measurement, Conjoint Analysis, CBC, ACA, HILCA, ACBC, HIT-CBC |
| Jonah Berger, Alan T. Sorensen and Scott J. Rasmussen | COMMON “WiISDOM” PUT TO THE TEST: BAD NEWS CAN BE GOOD NEWS SOMETIMES | GfK Marketing Intelligence Review,Vol. 3,No. 1, pp. 48-53 | |
| Darren W. Dahl, Kathleen D. Vohs and Jaideep Sengupta | COMMON “WiISDOM” PUT TO THE TEST: SEX IN ADVERTISING ONLY ON MARS AND NOT ON VENUS? | GfK Marketing Intelligence Review,Vol. 3,No. 1, pp. 54-57 | |
| Interview by Sunil Gupta | MIR TALKS TO STAN STHANUNATHAN, VICE PRESEDENT OF MARKETING STRATEGY AND INSIGHTS, COCA-COLA COMPANY | GfK Marketing Intelligence Review,Vol. 3,No. 1, pp. 58-64 | |
| Alexander Chernev | WHEN MORE IS LESS AND LESS IS More: THE PSYCHOLOGY OF MANAGING PRODUCT ASSORTMENTS | GfK Marketing Intelligence Review,Vol. 3,No. 1, pp. 8-15 | Keywords: Assortments, Assortment Choice, Product Choice, Consumer Decision Making, Consumer Preferences, Consumer Behavior |
| Ely Dahan, Arina Soukhoroukova and Martin Spann | PREFERENCE MARKETS IN NEW PRODUCT DEVELOPMENT | GfK Marketing Intelligence Review,Vol. 3,No. 2, pp. 16-25 | Product Testing, New Product Development, Virtual Stock Markets, Product Design, Preference Markets, Information Markets, Scalable Market Research |
| Laurens Sloot and Peter Verhoef | Reducing Assortments without Losing Business KEY LESSONS FOR RETAILERS AND MANUFACTURERS | GfK Marketing Intelligence Review,Vol. 3,No. 2, pp. 26-33 | Assortments, Assortment Reduction, Delisting, Consumer Decision Making, Category Management, Shopping Behavior |
| Felicitas M. Morhart, Walter Herzog and Torsten Tomczak | Turning Employees into Brand Champions: LEADERSHIP STYLE MAKES A DIFFERENCE | GfK Marketing Intelligence Review,Vol. 3,No. 2, pp. 34-43 | Corporate Branding, Service Brand, Transformational Leadership, Frontline Employees, Social Identity |
| Nukhet Harmancioglu, Amir Grinstein and Arieh Goldman | SHOULD TOP MANAGEMENT GET INVOLVED IN MARKET INFORMATION COLLECTION EFFORTS? | GfK Marketing Intelligence Review,Vol. 3,No. 2, pp. 44-49 | Market Information, Top Management Teams, Customer Orientation, Business-to-Business Marketing |
| Agnieszka Wolk and Christine Ebling | Different Channel – Different Price? INVESTIGATING THE PRACTICE OF MULTI-CHANNEL PRICE DIFFERENTIATION | GfK Marketing Intelligence Review,Vol. 3,No. 2, pp. 50-53 | Price Differentiation, Multi-Channel Pricing |
| Mavis T. Adjei, Stephanie M. Noble and Charles H. Noble | What’s Your Experience With … ? C2C Communication Helps Sell Your Products | GfK Marketing Intelligence Review,Vol. 5,No.1, pp. 12-18 | C2C (Customer-to-Customer) Communication, Online Brand Communities, WOM (Word-of-Mouth), Social Media |
| Jonah Berger and Katherine L. Milkman | Emotion and Virality: What Makes Online Content Go Viral? | GfK Marketing Intelligence Review,Vol. 5,No.1, pp. 14-23 | Viral Marketing, Word-of-Mouth, Social Transmission, Emotions, Online Content |
| Ashish Sood and Gerard J. Tellis | Demystifying Disruption: On the Hazard of Being Replaced by New Technology | GfK Marketing Intelligence Review,Vol. 5,No.1, pp. 24-30 | New Technology, Innovation, Technology Disruption, Substitution Competition, Obsolescence, Market Entry Strategy |
| Timothy B. Heath, Devon DelVecchio and Michael S. McCarthy | Line Extension Asymmetry: Higher Quality Line Extensions Help, Lower Quality Extensions Do Only a Little Harm | GfK Marketing Intelligence Review,Vol. 5,No.1, pp. 31-37 | Brand Management, Line Extensions, Product Lines, Brand Evaluations |
| Jan R. Landwehr, Aparna A. Labroo and Andreas Herrmann | Gut Liking for the Ordinary: How Product Design Features Help Predict Car Sales | GfK Marketing Intelligence Review,Vol. 5,No.1, pp. 38-43 | Product Design, Processing Fluency, Aesthetic Liking, Car Sales, Visual Prototypicality, Visual Complexity, Image Morphing |
| Managerial Summary by GfK-MIR | Motivating Salespeople to Sell New Products: What Makes Them Try Harder to Spur on Sales? | GfK Marketing Intelligence Review,Vol. 5,No.1, pp. 44-48 | Sales Force, B2B Marketing, New Products, Sales Management, Motivation, Managerial Influence |
| Managerial Summary by GfK-MIR | Buy One, Get One Free: How Framing Sales Promotions Affects the Whole Shopping Basket | GfK Marketing Intelligence Review,Vol. 5,No.1, pp. 49-52 | Shopping Behavior, Retail Promotions, Shopper Marketing, Couponing |
| Philipp Schmitt, Bernd Skiera and Christophe Van den Bulte | Do Referral Programs Increase Profits? | GfK Marketing Intelligence Review,Vol. 5,No.1, pp. 8-11 | Customer Referral Programs, Customer Acquisition, WOM (Word-of-Mouth), Customer Management, Loyalty, Customer Value |
| Van Ittersum, Koert; Joost M. E. Pennings, Brian Wansink | Trying Harder and Doing Worse: How Grocery Shoppers Track In-Store Spending | GfK Marketing Intelligence Review,Vol.2,No. 2, pp. 50-51 | Shopping Behavior, Budget Shoppers, In-store Spending Behavior, Mental Computation, Basket Estimation, Retail Price Setting, Odd Prices |
| Lopo L. Rego, Matthew T. Billett and Neil A. Morgan | The “Risky” Side Of Brand Equity: HOW BRANDS REDUCE CAPITAL COSTS | GfK Marketing Intelligence Review,Vol.3,No.2, pp. 8-15 | Consumer-Based Brand Equity, Firm Risk, Firm Returns, Shareholder Value, Marketing–Finance Interface |
| Thales Teixeira, Michel Wedel and Rik Pieters | To Zap or Not to Zap: HOW TO INSERT THE BRAND IN TV COMMERCIALS TO MINIMIZE AVOIDANCE | GfK Marketing Intelligence Review,Vol.4,No.1, pp. 14-23 | TV Advertisement, Zapping, Commercial Avoidance, Branding, Attention, Pulsing |
| Blair Kidwell, David M. Hardesty, Brian R. Murtha and Shibin Sheng | A CLOSER LOOK AT EMOTIONAL INTELLIGENCE IN MARKETING EXCHANGE | GfK Marketing Intelligence Review,Vol.4,No.1, pp. 24-31 | Emotional Intelligence, Marketing Exchange, Cognitive Ability, Sales Performance, Measurement Scale |
| Ralf van der Lans, Gerrit van Bruggen, Jehoshua Eliashberg and Berend Wierenga | Seeding a Message to Harvest Reach PREDICTING AND OPTIMIZING THE SPREAD OF ELECTRONIC WORD-OF-MOUTH | GfK Marketing Intelligence Review,Vol.4,No.1, pp. 32-41 | Online Marketing, Viral Marketing; Word-of-Mouth, Reach, Branching Processes; Forecasting; Markov Processes |
| Klaus M. Miller, Reto Hofstetter, Harley Krohmer, and Z. John Zhang | Measuring Consumers’ Willingness to Pay WHICH METHOD FITS BEST? | GfK Marketing Intelligence Review,Vol.4,No.1, pp. 42-48 | Market Research, Pricing, Demand Estimation, Willingness to Pay, Hypothetical Bias |
| Marc Fischer, Sönke Albers, Nils Wagner and Monika Frie | Dynamically Allocating the Marketing Budget HOW TO LEVERAGE PROFITS ACROSS MARKETS, PRODUCTS AND MARKETING ACTIVITIES | GfK Marketing Intelligence Review,Vol.4,No.1, pp. 50-59 | Marketing Budget, Optimization, Resources, Allocation, Case Study |
| Hans Haans and Els Gijsbrechts | To Close or not to Close? ASSESSING THE IMPACT OF OUTLET CLOSURES ON RETAIL CHAINS | GfK Marketing Intelligence Review,Vol.4,No.2, pp. 16-23 | Outlet Closure, Store Switching, Store Format Choice |
| Koert van Ittersum and Fred M. Feinberg | I Will … Sooner or Later PREDICTING WHETER AND WHEN CONSUMERS INTEND TO ADOPT NEW TECHNOLOGIES | GfK Marketing Intelligence Review,Vol.4,No.2, pp. 24-28 | |
| Off-The-Shelf or Tailored to Your Needs: IS CUSTOMIZATION ALWAYS SUPERIOR? | GfK Marketing Intelligence Review,Vol.4,No.2, pp. 29-31 | ||
| Harald J. van Heerde, Shuba Srinivasan and Marnik G. Dekimpe | Sibling Rivalry: ESTIMATING CANNIBALIZATION RATES FOR INNOVATIONS | GfK Marketing Intelligence Review,Vol.4,No.2, pp. 32-41 | Innovation Management, Product Introduction, Cannibalization, Category Management, Line Extension, Response Models, Time Series Analysis, Dynamic Linear Models |
| John Roberts, Peter Danaher, Ken Roberts and Alan Simpson | Jetstar Airways HOW MODELING GUIDED THE BRAND MIGRATION STRAREGY OF A LOW-COST CARRIER | GfK Marketing Intelligence Review,Vol.4,No.2, pp. 42-51 | Positioning, Price Competition, Segmentation, Bayesian Statistics, Airline Marketing |
| Andrea Godfrey Flynn, Kathleen Seiders and Glenn B. Voss | When Is Enough Enough? BALANCING ON THE FINE LINE IN MULTICHANNEL MARKETING COMMUNICATIONS | GfK Marketing Intelligence Review,Vol.4,No.2, pp. 8-15 | Multichannel Communication, Communication Mix, Direct Marketing, Relationship Management, Customer Reactance, Customer Repurchase |