Abbie Griffin and John R. Hauser

The Voice of the Customer
MARKETING SCIENCE 1993 12: 1-27. [Abstract] [PDF]  

Carol J. Simon and Mary W. Sullivan

The Measurement and Determinants of Brand Equity: A Financial Approach
MARKETING SCIENCE 1993 12: 28-52. [Abstract] [PDF]  

Alvin J. Silk and Ernst R. Berndt

Scale and Scope Effects on Advertising Agency Costs
MARKETING SCIENCE 1993 12: 53-72. [Abstract] [PDF]  

Brian T. Ratchford and Narasimhan Srinivasan

An Empirical Investigation of Returns to Search
MARKETING SCIENCE 1993 12: 73-87. [Abstract] [PDF]  

J. Miguel Villas-Boas

Predicting Advertising Pulsing Policies in an Oligopoly: A Model and Empirical Test
MARKETING SCIENCE 1993 12: 88-102. [Abstract] [PDF]  

Venkatram Ramaswamy, Wayne S. Desarbo, David J. Reibstein, and William T. Robinson

An Empirical Pooling Approach for Estimating Marketing Mix Elasticities with PIMS Data
MARKETING SCIENCE 1993 12: 103-124. [Abstract] [PDF]  

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