Volume 2, issue 4, December 2014

5 articles in this issue

Editorial

Authors
- Tom Breur
- Content type: Editorial
- Published: 19 December 2014
- Pages: 203 - 204
Budget allocation to grow market share and maximize customer equity: The effect of inertial segment size

Authors (first, second and last of 4)
- Hsiu-Yuan Tsao
- Colin Campbell
- Leyland Pitt
- Content type: Original Article
- Published: 19 December 2014
- Pages: 205 - 217
Mining for the truly responsive customers and prospects using true-lift modeling: Comparison of new and existing methods

Authors
- Kathleen Kane
- Victor S.Y. Lo
- Jane Zheng
- Content type: Original Article
- Published: 19 December 2014
- Pages: 218 - 238
Identification of influential marketing scholars and their institutions using social network analysis

Authors
- Vivek H Patil
- Content type: Original Article
- Published: 19 December 2014
- Pages: 239 - 249
The manifestation of culture in product purchase: A cross-cultural comparison

Authors
- Andrew Lindridge
- Rohini Vijaygopal
- Sally Dibb
- Content type: Original Article
- Published: 19 December 2014
- Pages: 250 - 263