3314 Gallagher Hall
540 Alumni Lane
Graduate School of Management
University of California, Davis
Davis, CA 95616
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All Publications
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| 53. | “Metrics Unreliability and Marketing Overspending,” with Sridhar Srihari and Ajay Kelkar, International Journal of Research in Marketing, 2017, 34 (4), 761-779. |
| 52. | “Robust Dynamic Estimation,” with Olivier Rubel, Marketing Science, 2017, 36 (3), 453-467. |
| 51. | “Marketing Synergy,” Twenty Minutes Video Tutorial, Sage Publications Ltd., London, UK. ISBN 9781473980648, 2015. |
| 50. | “True Synergy for Real Effects: How to Control Integrated Marketing Successfully,” with Kay Peters, GfK Marketing Intelligence Review, 2015, 7 (1), 35-41. |
| 49. | “Marketing Dynamics: A Primer on Estimation and Control,” Foundations and Trends in Marketing, 2015, 9 (3), 175-266, NOW Publishers, Boston-Delft. |
| 48. | “Understanding the Memory Effects in Pulsing Advertising,” with Ashwin Aravindakshan, Operations Research, 2015, 63 (1), 35-47. |
| 47. | “Titan Raga: Evolving the Watch Brand for Changing Consumers,” with Shekar Prabhakar and Madhavi Lokhande, 2015, Case Nos. 9B14A076, Ivey Publishing, London, Ontario, Canada. |
| 46. | “Titan Raga: Teaching Note,” Case Nos. 8B14A076, 2015, Ivey Publishing, London, Ontario, Canada. |
| 45. | “Efficiency Analysis of Marketing Organizations with Inter-connected Departments,” with Shrihari Sridhar and Murali Mantrala, Customer Needs and Solutions, 2014, 1 (2), 154-167. |
| 44. | “Discovering How Advertising Grows Sales and Builds Brands,” with Norris Bruce and Kay Peters, Journal of Marketing Research, 2012, 49 (6), 793-806. |
| 43. | “Understanding the Impact of Churn in Dynamic Oligopoly Markets,” with Ashutosh Prasad and Suresh P. Sethi, Automatica, 2012, 48 (11), 2882-2887.
2011 Best Paper IFAC Symposium |
| 42. | “Spatio-temporal Allocation of Advertising Budgets,” with Ashwin Aravindakshan and Kay Peters, Journal of Marketing Research, 2012, 49 (1), 1-14.
Lead Article |
| 41. | “Optimal Advertising When Envisioning a Product-Harm Crisis,” with Olivier Rubel and Shuba Srinivasan, Marketing Science, 2011, 30 (6), 1048-1065. |
| 40. | “Dynamic Marketing Budgeting for Platform Firms: Theory, Evidence and Application,” with Srihari Sridhar, Murali Mantrala, and Esther Thorson, Journal of Marketing Research, 2011, 48 (6), 929-943.
Lead Article |
| 39. | “How Does Awareness Evolve When Advertising Stops? The Role of Memory,” with Ashwin Aravindakshan, Marketing Letters, 2010, 22 (3), 315 – 326. |
| 38. | “Multi-index Binary Response Analysis of Large Datasets,” with Michel Wedel and Wagner Kamakura, Journal of Business and Economic Statistics, 2010, 28 (1), 67-81. |
| 37. | “Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues,” with Venkatesh Shankar, Alladi Venkatesh, and Charles Hofacker, Journal of Interactive Marketing, 2010, 24, 111-120. |
| 36. | “A Hierarchical Marketing Communications Model of Online and Offline Media Synergies,” with Kay Peters, Journal of Interactive Marketing, 2009, 23 (4), 288-299.
Lead Article |
| 35. | “The Big Pharma Dilemma: Develop New Products or Promote Existing Ones?,” with Dan Weiss and Ram Weiss, Nature Reviews Drug Discovery, 2009, 8 (7), 533-534. |
| 34. | “Extracting Forward-Looking Information from Security Prices: A New Approach,” with Dan Weiss and Chih-Ling Tsai, The Accounting Review, 2008, 83 (4), 1101-1124. |
| 33. | “Bid Analyzer: A Method for Price Discovery in Online Reverse Auctions,” with Sandy Jap, Marketing Science, 2008, 27 (6), 949-960.
Lead Article |
| 32. | “Building Brand Awareness in Dynamic Oligopoly Markets,” with Ashutosh Prasad and Suresh Sethi, Management Science, 2008, 54 (1), 129-138. |
| 31. | “Time-series Models in Marketing,” with Marnik Dekimpe, Phillip Hans Franses, and Dominque Hanssens, Handbook of Marketing Decision Models, 2008, 121, 373-398, Springer US. |
| 30. | “Perils of Using OLS to Estimate Multimedia Communications Effects,” with Don Schultz and Shuba Srinivasan, Journal of Advertising Research, 2007, 47 (3), 257-269. |
| 29. | “Uphill or Downhill? Locating Your Firm on a Profit Function,” with Murali Mantrala, Sridhar Sridhar, and Esther Thorson, Journal of Marketing, 2007, 71 (2), 26-44. |
| 28. | “Extending the Akaike Information Criterion for Mixture Regression Models,” with Peide Shi and Chih-Ling Tsai, Journal of the American Statistical Association, 2007, 102 (477), 244-254. |
| 27. | “Integrated Marketing Communications: Provenance, Practice, and Principles,” Handbook of Advertising, 2007, 35-53, Sage Publications. |
| 26. | “Essentials of Planning Media Schedules,” with Demetrios Vakratsas, Handbook of Advertising, 2007, 335-350, Sage Publications. |
| 25. | “Markov-switching Model Selection Using Kullback-Leibler Divergence,” with Aaron Smith and Chih-Ling Tsai, Journal of Econometrics, 2006, 134, 553-577. |
| 24. | “Constrained Inverse Regression for Incorporating Prior Information,” with Chih-Ling Tsai, Journal of the American Statistical Association, 2005, 100 (469), 204-211. |
| 23. | “Planning Marketing-Mix Strategies in the Presence of Interactions,” with Kalyan Raman and Russell Winer, Marketing Science, 2005, 24 (1), 25-34.
2015 Long Term Impact Award Finalist for “significant long run impact on the field of Marketing.” |
| 22. | “Choice Models and Customer Relationship Management,” with Wagner Kamakura, Carl Mela, Asim Ansari, Anand Bodapati, Pete Fader, Raghu Iyengar, Scot Neslin, Peter Verhoef, Michel Wedel, and Ron Wilcox, Marketing Letters, 2005, 16 (3/4), 279-291. |
| 21. | “Integrated Marketing Communications in Retailing,” with Kalyan Raman, Retailing in the 21st Century, 2005, 381-395, Springer: Berlin Heidelberg. |
| 20. | “Modeling Marketing Dynamics by Time Series Econometrics,” with Koen Pauwels, Imran Currim, Marnik Dekimpe, Eric Ghysels, Dominique Hanssens, Natalie Mizik, Marketing Letters, 2004, 15 (4), 167-183. |
| 19. | “Isotonic Single-Index Model for High-Dimensional Database Marketing,” with Chih-Ling Tsai, Computational Statistics and Data Analysis, 2004, 47 (4), 775-790. |
| 18. | “Long-term Profit Impact of Integrated Marketing Communications Program,” with Kalyan Raman, Review of Marketing Science, 2004, 2 (1), 8. |
| 17. | “Introduction to the Special Issue on Online Pricing,” with Sandy Jap, Journal of Interactive Marketing, 2004, 18 (4), 4-6. |
| 16. | Online Pricing, Editors, Sandy Jap and Prasad A. Naik, Special Issue of Journal of Interactive Marketing, 2004, 18 (4), 2-135. |
| 15. | “Residual Information Criterion for Single-Index Model Selections,” with Chih-Ling Tsai, Journal of Nonparametric Statistics, 2004, 16 (1-2), 187-197. |
| 14. | “Understanding the Impact of Synergy in Multimedia Communications,” with Kalyan Raman, Journal of Marketing Research, 2003, 13 (4), 375-388.
Lead Article |
| 13. | “The Effects of Expert Quality Evaluations versus Brand Name on Price Premiums,” with Eidan Appelbaum, Eitan Gerstner, Journal of Product and Brand Management, 2003, 12 (3), 154-163. |
| 12. | “Clicks and Mortar: The Effect of On-line Activities on Off-line Sales,” with Eyal Biyalogorsky, Marketing Letters, 2003, 14 (1), 21-31. |
| 11. | “Single-Index Model Selections,” with Chih-Ling Tsai, Biometrika, 2001, 88 (3), 821-832. |
| 10. | “Partial Least Squares Estimator for Single-Index Models,” with Chih-Ling Tsai, Journal of the Royal Statistical Society, Series B, 2000, 62 (4), 763-771. |
| 9. | “A New Dimension Reduction Approach for Data-Rich Marketing Environments: Sliced Inverse Regression,” with Michael Hagerty and Chih-Ling Tsai, Journal of Marketing Research, 2000, 37 (1), 88-101. |
| 8. | “Controlling Measurement Errors in Models of Advertising Competition,” with Chih-Ling Tsai, Journal of Marketing Research, 2000, 37 (1), 113-124. |
| 7. | “De-noised Least Squares Estimators: An Application to Estimating Advertising Effectiveness,” with Zong Wu Cai and Chih-Ling Tsai, Statistica Sinica, 2000, 10 (4), 1231-1241. |
| 6. | “The Effects of Quality of Life on National Elections: A Multi-Country Analysis,” with Mike Hagerty and Chih-Ling Tsai, Social Indicators Research, 2000, 49, 347-362. |
| 5. | “Advertising High Technology Products,” with Eitan Gerstner, Handbook of Technology Management, 1999, Chapter 12.10, CRC Press. |
| 4. | “Launch Strategies for Next Generation Products,” with Mike Hagerty, Handbook of Technology Management, 1999, Ch. 14.11, CRC Press. |
| 3. | “Branding and Private Label Strategies, ” with Eitan Gerstner, Handbook of Technology Management, 1999, Ch. 12.17, CRC Press. |
| 2. | “Estimating Half-life of Advertisements,” Marketing Letters, 1999, 10 (3), 351-362. |
| 1. | “Planning Media Schedules in the Presence of Dynamic Advertising Quality,” with Murali Mantrala and Alan Sawyer, Marketing Science, 1998, 17 (3), 214-235.
1998 Frank Bass Award “for the best dissertation-based paper” |