JUNE 2004

Publication of Capital Ideas: Selected Papers on Marketing is supported by the Albert P. Weisman Endowment.


Weighing the Options
Will Products Look More Attractive When Presented Separately or Together?
Research by Christopher K. Hsee and France Leclerc

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The Market for Personal Digital Assistants
Hardware Improvements versus Software Creation
Research by Pradeep K. Chintagunta and Jean-Pierre Dubé

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Why High Demand Doesn't Always Mean High Price
The Importance of Loss Leaders in Pricing Decisions
Research by Anil Kashyap and Peter E. Rossi

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Marketing Prescription Drugs
How Effective Are Direct Sales Calls?
Research by Puneet Manchanda, Peter E. Rossi, and Pradeep K. Chintagunta

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Banner Ads Click with Consumers
Online Advertising for Customer Retention
Research by Pradeep K. Chintagunta, Jean-Pierre Dubé, and Puneet Manchanda

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Why Responsiveness to Retail Promotions Varies Across Retailers
New Research Looks Beyond Price Cuts
Research by Sanjay K. Dhar and Peter E. Rossi

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Progressively Predicting New Product Performance
The Movie Industry as a Marketing Model for Forecasting Sales Performance
Research by Pradeep K. Chintagunta

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