Consumer attitudes and behaviors are fundamentally dynamic processes; thus,
understanding consumer dynamics is crucial for truly understanding consumer behaviors …

One of the most important tasks in marketing is to create and communicate value to
customers to drive their satisfaction, loyalty, and profitability. In this study, the authors …

In this article, we discuss the state of the art of models for customer engagement and the
problems that are inherent to calibrating and implementing these models. The authors first …

How users consume media has shifted dramatically as viewers migrate from traditional
broadcast channels toward online channels. Rather than following the schedule dictated by …

Retailers can choose from a plethora of online marketing channels to reach consumers on
the Internet, and potential customers often use a vast range of channels during their …

The growth of subscription-based commerce has changed the types of data that firms report
to external shareholders. More than ever, companies are discussing and disclosing …

Generalized structured component analysis has emerged in marketing and psychometric
literature as an alternative to structural equation modeling. A recent simulation study …

As more firms begin to collect (and seek value from) richer customer-level datasets, a focus
on the emerging concept of customer-base analysis is becoming increasingly common and …

Many service firms acquire customers by offering free-trial promotions. However, a crucial
challenge is to retain the customers acquired with these free trials. To address this …

Customer defection threatens many industries, prompting companies to deploy targeted,
proactive customer retention programs and offers. A conventional approach has been to …