QM Recommended Article List

Marketing Models Reading List

Created by Wooyong Jo and Sanghwa Kim (February 2021)

Textbook

Marketing Models, by Lilien, Kotler, and Moorthy (LKM) (1992), Prentice Hall

Model related Papers

Discrete Choice Models

Guadagni, P. M. and J. D. C. Little (1983), “A Logit Model of Brand Choice Calibrated on Scanner Data,” Marketing Science, 203-238.

Kamakura, Wagner and Gary Russell (1989), “A Probabilistic Choice Model for Market Segmentation and Elasticity Structure,” Journal of Marketing Research, Vol 26, (November), 379-90.

Analytical Models in Marketing

Moorthy, K. Sridhar (1985) “Using Game Theory to Model Competition,” Journal of Marketing Research, 22 (August), 262-82

Moorthy, K. Sridhar (1993), “Theoretical Modeling in Marketing,” Journal of Marketing, Vol. 57, No. 2, April, 92–106

Structural Models in Marketing

Kadiyali, Sudhir, and Rao (2000), “Structural Analysis of Competitive Behavior,” International Journal of Research in Marketing, Vol. 18, 161-185.

Franses, Ph. H. (2005), On the use of econometric models for policy simulation in marketing. Journal of Marketing Research, 42 (February), 4-27. With discussion.

Chintagunta, P.K., T. Erdem, P. Rossi, M. Wedel, 2006. Structural Models in Marketing: Review and assessment. Marketing Science, 25 (6), 604-616.

Bayesian Analysis in Marketing

Rossi, Peter and Greg Allenby (1999), “Marketing Models of Consumer Heterogeneity,” Journal of Econometrics, 89, 57-78

Rossi, Peter and Greg Allenby (2003) "Bayesian Statistics and Marketing,” Marketing Science, 22, 304-328.

Dynamic Time Series Models / Spatial Models

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 (November), p. 397-412.

Bradlow, Eric, Bart J. Bronnenberg, Gary J. Russell, Neeraj Arora, David Bell, Sri Devi Deepak, Frenkel ter Hofstede, Catarina Sismeiro, Raphael Thomadsen, Sha Yang (2005), “Spatial Models in Marketing,” Marketing Letters, 16 (3,4), 267-278

Choi, J., Hui, S. K., & Bell, D. R. (2010). Spatiotemporal analysis of imitation behavior across new buyers at an online grocery retailer. Journal of Marketing Research, 47 (1), 75-89.

Multivariate Models in Marketing

Iyengar, Raghuram, Christophe Van den Bulte, and Jae Young Lee (2015). "Social contagion in new product trial and repeat." Marketing Science 34 (3), 408-429.

Schweidel, David A., and Wendy W. Moe (2016). "Binge watching and advertising." Journal of Marketing 80 (5), 1-19.

Tan, Xue, Youwei Wang, and Yong Tan (2019), "Impact of live chat on purchase in electronic markets: The moderating role of information cues." Information Systems Research 30 (4), 1248-1271.

Social Interactions

Hartmann, W. R., Manchanda, P., Nair, H., Bothner, M., Dodds, P., Godes, D., ... & Tucker, C. (2008). Modeling social interactions: Identification, empirical methods and policy implications. Marketing letters, 19 (3), 287-304.

—> Focus on “three challenges in identification of peer effects “

Iyengar, R., Van den Bulte, C., & Valente, T. W. (2011). Opinion leadership and social contagion in new product diffusion. Marketing Science, 30 (2), 195-212.

Bollinger, Bryan and Kenneth Gillingham (2012), “Peer Effects in the Diffusion of Solar Photovoltaic Panels,” Marketing Science, 31 (6), 900–912.

Toker-Yildiz, K., Trivedi, M., Choi, J., & Chang, S. R. (2017). Social Interactions and Monetary Incentives in Driving Consumer Repeat Behavior. Journal of Marketing Research, 54 (3), 364-380.

Ameri, Mina, Elisabeth Honka, and Ying Xie (2019), “Word of Mouth, Observed Adoptions, and Anime-Watching Decisions: The Role of the Personal vs. the Community Network,” Marketing Science, 38 (4), 567–83.

Causal Inference

Imbens, Guido W., and Jeffrey M. Wooldridge (2009). "Recent developments in the econometrics of program evaluation." Journal of economic literature 47 (1), 5-86. (Foundation paper)

Zhang, X. M., & Zhu, F. (2011). Group size and incentives to contribute: A natural experiment at Chinese Wikipedia. American Economic Review, 101 (4), 1601-15.

5. 중국에서 클럽하우스를 막았다. 옛날엔 어땠을까 (위키피디아 사례)

중국에서 클럽하우스를 금지했습니다. 옛날에 위키피디아도 본토에서 Shut down을 했는데, 이번에도... 막아버렸네요. 시진핑 심기 건들였나...中, 결국 인싸 앱 '클럽하우스' 막았다 중국 정부가 앞으로 어떤 방식으로 클럽하우스에 대한 입장을 취할지 알기는 어렵지만, 예전의 사례를 근거로 유추해 볼 수 있습니다. 중국 정부는 위키피디아를 통제했다 풀었다~ 했다 풀었던 전력이 있는데요.

https://www.notion.so/5-317d2fd3dfa044e18f1f2e6d87e2676c

Manchanda P, Packard G, Pattabhiramaiah A (2015) Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community. Marketing Science. 34 (3), 367-387. (Recommend)

Xu K, Chan J, Ghose A, Han SP (2017) Battle of the Channels: The Impact of Tablets on Digital Commerce. Management Science. 63 (5), 1469-1492.

Datta H, Knox G, Bronnenberg BJ (2018) Changing Their Tune: How Consumers’ Adoption of Online Streaming Affects Music Consumption and Discovery. Marketing Science. 37 (1), 5-21.

Endogeneity in Marketing

Wooldridge, Jeffrey M. (2015), “Control Function Methods in Applied Econometrics,” Journal of Human Resources, 50 (2), 420–45.

Papies, Dominik, Peter Ebbes, and Harald J. Van Heerde (2017). "Addressing endogeneity in marketing models." In Advanced methods for modeling markets, pp. 581-627. Springer, Cham.

Germann, Frank, Peter Ebbes, and Rajdeep Grewal (2015), “The Chief Marketing Officer Matters!” Journal of Marketing, 79 (3), 1–22.

Rossi, Peter E. (2014), “Invited Paper—Even the Rich Can Make Themselves Poor: A Critical Examination of IV Methods in Marketing Applications,” Marketing Science, 33 (5), 655–72.

Park, Sungho, and Sachin Gupta (2012). "Handling endogenous regressors by joint estimation using copulas." Marketing Science 31 (4), 567-586.