Marketing

How Social-Cause Marketing Affects Consumer Perceptions
Paul N. Bloom, Steve Hoeffler, Kevin Lane Keller and Carlos E. Basurto Meza
Winter 2006, Reprint 47212

The Great Expectations Effect
Larry Yu
Fall 2005, Reprint 47101

Predicting Customer Choices
Rohit Verma and Gerhard Plaschka
Fall 2005, Reprint 47103

The Risks of Customer Intimacy
Paul Nunes
Fall 2005, Reprint 47105

The Coming Era of "Brand in the Hand" Marketing
Fareena Sultan and Andrew J. Rohm
Fall 2005, Reprint 47115

The Decline and Dispersion of Marketing Competence
Frederick E. Webster Jr., Alan J. Malter and Shankar Ganesan
Summer 2005, Reprint 46408

When Marketing Practices Raise Antitrust Concerns
Darren Bush and Betsy D. Gelb
Summer 2005, Reprint 46413

Diversifying Your Customer Portfolio
Michael D. Johnson and Fred Selnes
Spring 2005, Reprint 46304

The Complexity of Identity
Americus Reed II and Lisa E. Bolton
Spring 2005, Reprint 46306

How Companies Turn Buzz Into Sales
Larry Yu
Winter 2005, Reprint 46201

Memo to Marketing
Peter Lorange
Winter 2005, Reprint 46205

Achieving the Ideal Brand Portfolio
Sam Hill, Richard Ettenson and Dane Tyson
Winter 2005, Reprint 46217

What Are Brands Good For?
Niraj Dawar
Fall 2004, Reprint 46106

Choosing the Right Green-Marketing Strategy
Jill Meredith Ginsberg and Paul N. Bloom
Fall 2004, Reprint 46112

Achieving Deep Customer Focus
Sandra Vandermerwe
Spring 2004, Reprint 45307

Smart Pricing
Moritz Fleischmann, Joseph M. Hall and David F. Pyke
Winter 2004, Reprint 4522

Brand Equity Dilution
Kevin Lane Keller and Sanjay Sood
Fall 2003, Reprint 4515

In Praise of Honest Pricing
Barry Nalebuff and Ian Ayres
Fall 2003, Reprint 4518

The Power of the Branded Differentiator
David Aaker
Fall 2003, Reprint 45116

Making Routine Customer Experiences Fun
Ivor Morgan and Jay Rao
Fall 2003, Reprint 45117