Research Article

The Voice of the Customer

Pages:1–27

Published Online:February 1, 1993

https://doi.org/10.1287/mksc.12.1.1

The Measurement and Determinants of Brand Equity: A Financial Approach

Pages:28–52

Published Online:February 1, 1993

https://doi.org/10.1287/mksc.12.1.28

Scale and Scope Effects on Advertising Agency Costs

Pages:53–72

Published Online:February 1, 1993

https://doi.org/10.1287/mksc.12.1.53

An Empirical Investigation of Returns to Search

Pages:73–87

Published Online:February 1, 1993

https://doi.org/10.1287/mksc.12.1.73

Predicting Advertising Pulsing Policies in an Oligopoly: A Model and Empirical Test

Pages:88–102

Published Online:February 1, 1993

https://doi.org/10.1287/mksc.12.1.88

An Empirical Pooling Approach for Estimating Marketing Mix Elasticities with PIMS Data

Pages:103–124

Published Online:February 1, 1993

https://doi.org/10.1287/mksc.12.1.103

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