Temporal Differences in the Role of Marketing Communication in New Product Categories

By Sridhar Narayanan, Puneet Manchanda, Pradeep Chintagunta. 2005

263 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/b67de081eac824ea42a941047bcaf1e515ee4f00

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In Management Science and Operations Research

In Marketing

In Strategy and Management

Citations in the corpus

Blockbuster Culture's Next Rise or Fall: The Impact of Recommender Systems on Sales Diversity (2009, background): “This simultaneity of both effects, awareness and salience, has parallels with advertising’s informative and persuasive effects (e.g., Narayanan et al. 2005).”
Personal Selling Elasticities: A Meta-Analysis (2010, background): “In this vein, Narayanan, Manchanda, and Chintagunta (2005) find that sales calls for new pharmaceuticals are more informative and persuasive, resulting in higher average personal selling elasticity values in the launch phase than those in the later stages of the life cycle.”
Learning from Experience. (2014, unknown): “For example, Niño-Mora (2001) takes the achievable region approach (Bertsimas and Niño-Mora 2000) and establishes the indexability of a class of restless bandit problems with linear performance measures (e.”
The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data (2009, background): “Anand (1998), Ackerberg (2001), Narayanan et al. (2005) , and Narayanan and Manchanda (2008) that apply econometric models to discern the role of advertising for a single brand or industry.”
Invited Paper - Learning Models: An Assessment of Progress, Challenges, and New Developments (2011, unknown): “Narayanan et al. (2005) assume every agent has an identical purchase history, i.e., for each brand, the quantity purchased is equally distributed across agents in each period.”
Dynamic Effects of Social Influence and Direct Marketing on the Adoption of High-Technology Products (2014, methodology): “In line with previous work, we measure homophily on the basis of the similarity between customers on sociodemographic variables (Brown and Reingen 1987; Nitzan and Libai 2011).”