Competence Areas
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Our Published work on marketing mix effectiveness
> Nijs, Vincent, Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamp, and Dominique M. Hanssens (2001), “The Category Demand Effects of Price Promotions,” Marketing Science 20 (Winter), 1-22. [lead article; winner of the John D.C. Little and Frank M. Bass Awards]
> Steenkamp, Jan-Benedict E.M., Vincent Nijs, Dominique M. Hanssens, and Marnik G. Dekimpe (2005) “Competitive Reactions and Advertising and Promotion Shocks,” Marketing Science, 24 (Winter), 35-54.
> Dekimpe, Marnik, Dominique M. Hanssens, Vincent R. Nijs, and Jan-Benedict E.M. Steenkamp (2005), “Measuring Short- and Long-Run Promotional Effectiveness on Scanner Data Using Persistence Modeling,” Applied Stochastic Models in Business and Industry (in press).
> Verlegh, Peeter W.J., Jan-Benedict E.M. Steenkamp, and Matthew T.G. Meulenberg (2005), “Country of Origin Effects in Consumer Processing of Advertising Claims,” International Journal of Research in Marketing, 22 (June), 127-139.
> Van Heerde, Harald J. (2005), “The Proper Interpretation of Sales Promotion Effects: Supplement Elasticities with Absolute Sales Effects,” Applied Stochastic Models in Business and Industry, 21 (4-5), 397-402.
> Bijmolt, Tammo H.A., Harald J. van Heerde, Rik G.M. Pieters (2005), “New Empirical Generalizations on the Determinants of Price Elasticity”, Journal of Marketing Research, 42 (2), 141-156.
> Van Heerde, Harald J., Sachin Gupta, and Dick R. Wittink (2003), “Is 75% of the Sales Promotion Bump due to Brand Switching? No, Only 33% Is,” Journal of Marketing Research, 40 (4), 481-491. [Winner of best paper (Paul E. Green) award]
> Van Heerde, Harald J., P.S.H. Leeflang, and Dick R. Wittink (2002), “How Promotions Work: Evolutionary Model Building of SCAN*PRO,” Schmalenbach Business Review, 54 (3), 198-220.
> Van Heerde, Harald J., Peter S.H. Leeflang, and Dick R. Wittink (2000), “The Estimation of Pre- and Postpromotion Dips with Store-Level Scanner Data,” Journal of Marketing Research, 37 (3), pp. 383-395. [Finalist for best paper (Paul E. Green) award and for most impactful paper (William O’Dell) award]
> Pauwels, Koen, S. Srinivasan, D.M. Hanssens and M. Dekimpe (2004), “Do Promotions Benefit Retailers, Manufacturers, or Both?,”Management Science, 50 (5), 617-629.
> Pauwels, Koen, D.M. Hanssens and S. Siddarth (2002), “The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice and Purchase Quantity,”Journal of Marketing Research, vol. 34 (November), 421-439, Finalist for the Paul Green Award
> Srinivasan, S. Koen Pauwels, D.M. Hanssens and M. Dekimpe (2002) “Who benefits from price promotions?,” Harvard Business Review, September, 22-23.
> Pauwels, Koen (2004), “How dynamic consumer response, competitor response, company support and company inertia shape long-term marketing effectiveness,” Marketing Science, 23 (4), 596-610.
> Pauwels, Koen, J.Silva-Risso, S. Srinivasan and D.M. Hanssens (2004),"New Products, Sales Promotions and Firm Value: The Case of the Automobile Industry," Journal of Marketing, 68 (October), 142-156.
> Dekimpe, Marnik G. and Dominique M. Hanssens (1999), "Sustained Spending and Persistent Response: A New Look at Long-term Marketing Profitability," Journal of Marketing Research, 36 (November), 397-412 (lead article; winner of the 2000 Paul E. Green Best Paper Award; Finalist of the 2004 O’Dell Award).
> Dekimpe, Marnik G., Dominique M. Hanssens and Jorge M. Silva-Risso (1999), "Long-run Effects of Price Promotions in Scanner Markets," Journal of Econometrics, 89, 269-291.
> Dekimpe, Marnik G. and Dominique M. Hanssens (1995), "Empirical Generalizations About Market Evolution and Stationarity," Marketing Science, 14 (summer, part 2), G109-G121
