NIM Marketing Intelligence Review

2009 - 2026

Current editor(s): Christine Kittinger-Rosanelli

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Editorial pp. 4-5: Diller Hermann
The “Risky” Side of Brand Equity: How Brands Reduce Capital Costs pp. 8-15: Rego Lopo, Billett Matthew T. and Morgan Neil A.
Preference Markets in New Product Development pp. 16-25: Dahan Ely, Soukhoroukova Arina and Martin Spann
Reducing Assortments without Losing Business: Key Lessons for Retailers and Manufacturers pp. 26-33: Sloot Laurens and Verhoef Peter
Turning Employees Into Brand Champions: LEADERSHIP STYLE MAKES A DIFFERENCE pp. 34-43: Morhart Felicitas M., Herzog Walter and Tomczak Torsten
SHOULD TOP MANAGEMENT GET INVOLVED IN MARKET INFORMATION COLLECTION EFFORTS? pp. 44-49: Harmancioglu Nukhet, Grinstein Amir and Goldman Arieh
Different Channel – Different Price? INVESTIGATING THE PRACTICE OF MULTI-CHANNEL PRICE DIFFERENTIATION pp. 50-53: Eckert Christine
MIR TALKS TO HUBERTINE UNDERBERG-RUDER, PRESIDENT OF THE BOARD OF DIRECTORS, UNDERBERG AG pp. 54-60: Diller Hermann

Editorial pp. 4-5: Diller H.
When More is Less and Less is More: The Psychology of Managing Product Assortments pp. 8-15: Chernev Alexander
How Social Network and Opinion Leaders Affect the Adoption of New Products pp. 16-25: Iyengar Raghuram, Christophe Van den Bulte, Eichert John and West Bruce
When Your Best Customers Become Your Worst Enemies: Does Time Really Heal all Wounds? pp. 26-35: Grégoire Yany, Tripp Thomas M. and Legoux Renaud
Preference Measurement with Conjoint Analysis. Overview of State-of-the-Art Approaches and Recent Developments pp. 36-47: Eggers Felix and Sattler Henrik
Common “Wisdom” Put to the Test: Bad News Can be Good News … Sometimes pp. 48-53: Berger Jonah, Sorensen Alan T. and Rasmussen Scott J.
Common “Wisdom” Put to the Test: Sex in advertising … only on Mars and not on Venus? pp. 54-57: Dahl Darren W., Vohs Kathleen D. and Sengupta Jaideep
MIR talks to Stan Sthanunathan, Vice President of Marketing Strategy and Insights, Coca-Cola Company pp. 58-64: Gupta Sunil

Editorial pp. 4-5: Hermann Diller
Does Quality Win? Competing Against an Entrenched Market-Leader in High-Tech Markets pp. 8-15: Tellis Gerard J., Yin Eden and Niraj Rakesh
“Call. Mail. Shoot. Listen. Play” But What Functionalities Add Real Value in Convergent Products? pp. 16-25: Gill Tripat
Customization: A Goldmine or a Wasteland? pp. 26-33: Franke Nikolaus, Keinz Peter and Steger Christoph J.
Left Behind Expectations - How to Prevent CRM Implementations from Failing pp. 34-41: Becker Jan U., Greve Goetz and Sönke Albers
Proving Marketing Success Pays Off! Marketing Performance Measurement and its Effects on Marketing’s Stature and Firm Success pp. 42-49: O’Sullivan Don and Abela Andrew V.
Trying Harder and Doing Worse: How Grocery Shoppers Track in-Store Spending pp. 50-51: Koert van Ittersum, Pennings Joost M.e and Wansink Brian
MIR talks to Vinita Bali, Managing Director and CEO of Britannia Industries pp. 52-60: Reddy Srinivas K.

Editorial pp. 4-5: Diller H.
Doing Well While Doing Good. Linking A Social Cause To Product Promotions: Why It Works And How To Make It More Effective pp. 8-15: Henderson Ty and Arora Neeraj
All Customers are Equal, but Some are More Equal Should Firms Prioritize their Customers ? pp. 16-25: Homburg Christian, Totzek Dirk and Droll Mathias
Do you Want to Be my “friend”? MONETARY VALUE OF WORD-OF-MOUTH MARKETING IN ONLINE COMMUNITIES pp. 26-33: Trusov Michael, Bucklin Randolph E. and Pauwels Koen
Getting Marketing back into the boardroom: The influence of the marketing department in companies today pp. 34-41: Verhoef Peter C. and Leeflang Peter S.H.
My customers are better than yours! On Reporting Customer Equity pp. 42-53: Wiesel Thorsten, Bernd Skiera and Villanueva Julián
MIR talks to Pieter Nota, Beiersdorf AG pp. 54-54: Diller Hermann

Editorial pp. 4-5: Diller Hermann
Does Customer Satisfaction lead to an increased firm value? pp. 8-15: Lerzan Aksoy, Cooil Bruce, Groening Christopher, Keiningham Timothy L. and Yalcin Atakan
Preparing for the Adoption of the New Arrival pp. 16-23: Castaño Raquel, Sujan Mita, Kacker Manish and Sujan Harish
When 2 + 2 Is Not the Same as 1 + 3: Understanding Customer Reactions to Partitioned Prices pp. 24-31: Hamilton Rebecca W. and Srivastava Joydeep
Implementing profitability through a customer lifetime value management framework pp. 32-43: Kumar V., Venkatesan R. and Rajan B.
Response Styles and how to Correct them pp. 44-53: Bert Weijters, Maggie Geuens and Schillewaert Niels
MIR talks to Professor Dr. Klaus Wübbenhorst, CEO, GfK SE pp. 54-60: Diller Hermann

Editorial pp. 5-5: Diller H.
Creating Shopping Momentum pp. 8-15: Dhar Ravi, Huber Joel and Khan Uzma
Managing your Customer’s Tariff Choice: What to do when your Customers Pay too Much pp. 16-23: Lambrecht Anja and Bernd Skiera
How Companies Can Measure the Success of their Relationship Marketing Investments pp. 24-35: Palmatier Robert W., Gopalakrishna Srinath and Houston Mark
How Data Envelopment Analysis Reveals Brand Advertising Efficiency pp. 36-45: Büschken Joachim
Dynamic Pricing Support Systems for DIY Retailers – a Case Study from Austria pp. 46-53: Natter Martin, Reutterer Thomas and Mild Andreas
Mir Talks to Professor Hermann Simon pp. 54-60: Diller Hermann