Carl Mela
Carl Mela
T. Austin Finch Professor of Business Administration, Duke University
Verified email at duke.edu - Homepage
TitleCited byYear
The long-term impact of promotion and advertising on consumer brand choice
CF Mela, S Gupta, DR Lehmann
Journal of Marketing research 34 (2), 248-261, 1997
10421997
E-customization
A Ansari, CF Mela
Journal of marketing research 40 (2), 131-145, 2003
8992003
Customer channel migration
A Ansari, CF Mela, SA Neslin
Journal of marketing research 45 (1), 60-76, 2008
6372008
Managing advertising and promotion for long-run profitability
K Jedidi, CF Mela, S Gupta
Marketing science 18 (1), 1-22, 1999
5191999
Database Paper—The IRI Marketing Data Set
BJ Bronnenberg, MW Kruger, CF Mela
Marketing science 27 (4), 745-748, 2008
3532008
The dynamic effect of discounting on sales: Empirical analysis and normative pricing implications
PK Kopalle, CF Mela, L Marsh
Marketing Science 18 (3), 317-332, 1999
3061999
The long-term impact of promotions on consumer stockpiling behavior
CF Mela, K Jedidi, D Bowman
Journal of Marketing research 35 (2), 250-262, 1998
3021998
The effect of discount frequency and depth on consumer price judgments
JW Alba, CF Mela, TA Shimp, JE Urbany
Journal of Consumer Research 26 (2), 99-114, 1999
2961999
The long-term effect of marketing strategy on brand sales
MB Ataman, HJ Van Heerde, CF Mela
Journal of Marketing Research 47 (5), 866-882, 2010
2892010
Impact of bundle type, price framing and familiarity on purchase intention for the bundle
BA Harlam, A Krishna, DR Lehmann, C Mela
Journal of business research 33 (1), 57-66, 1995
2561995
A dynamic model of sponsored search advertising
S Yao, CF Mela
Marketing Science 30 (3), 447-468, 2011
2452011
Choice models and customer relationship management
W Kamakura, CF Mela, A Ansari, A Bodapati, P Fader, R Iyengar, P Naik, ...
Marketing letters 16 (3-4), 279-291, 2005
2072005
Choice and the Internet: From clickstream to research stream
RE Bucklin, JM Lattin, A Ansari, S Gupta, D Bell, E Coupey, JDC Little, ...
Marketing Letters 13 (3), 245-258, 2002
1932002
The impact of collinearity on regression analysis: the asymmetric effect of negative and positive correlations
CF Mela, PK Kopalle
Applied Economics 34 (6), 667-677, 2002
1702002
The dynamic effect of innovation on market structure
HJ Van Heerde, CF Mela, P Manchanda
Journal of Marketing Research 41 (2), 166-183, 2004
1622004
Size and share of customer wallet
RY Du, WA Kamakura, CF Mela
Journal of Marketing 71 (2), 94-113, 2007
1492007
Building brands
MB Ataman, CF Mela, HJ Van Heerde
Marketing Science 27 (6), 1036-1054, 2008
1392008
Assessing long-term promotional influences on market structure
CF Mela, S Gupta, K Jedidi
International Journal of Research in Marketing 15 (2), 89-107, 1998
1241998
Market roll-out and retailer adoption for new brands
BJ Bronnenberg, CF Mela
Marketing Science 23 (4), 500-518, 2004
1112004
What is a free customer worth? Armchair calculations of nonpaying customers' value can lead to flawed strategies.
S Gupta, CF Mela
Harvard business review 86 (11), 102-9, 138, 2008
1082008
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