From: MIT TechTV on Mon, Jul 12 2010 9:10 PM

From: MIT TechTV on Mon, Jul 12 2010 9:10 PM

From: MIT TechTV on Sat, Jul 10 2010 9:07 PM

"Defending Marketing Share Against a New Entrant for Telstra" by John H. Roberts, Charles J. Nelson, Pamela D. Morrison Telstra, the Australian telephone company, was facing the threat of competitive entry by a major rival, Optus, and sought help in developing a defensive marketing strategy. Th...

From: MIT TechTV on Sat, Jul 10 2010 9:07 PM

"Will It Ever Fly? Modeling the Takeoff of Really New Consumer Goods at Whirlpool"by Joseph A. Foster, Peter N. Golder, Gerard J. Tellis Whirlpool Corporation, a major U.S. manufacturer of consumer durables, test marketed the Personal Valet Clothes Vitalizing System in 2001, and launched it in...

From: MIT TechTV on Sat, Jul 10 2010 9:07 PM

"Modeling the Effects of Direct Television Advertising at Futuredontics"by Rajesh Chandy, Deborah MacInnis, Gerard J. Tellis, and Pattana Thaivanich Futuredontics, a dentist referral service (1-800-DENTIST), advertises this service in over 60 major markets in the U.S., with a multi-million dolla...

From: MIT TechTV on Tue, Jul 06 2010 8:56 PM

XIII MIT Latin American Conference

From: MIT TechTV on Thu, Jun 24 2010 8:30 PM

From: MIT TechTV on Fri, Jun 18 2010 8:28 PM

"Dynamic Marketing Budget Allocation across Countries, Products, and Marketing Activities at Bayer"by Marc Fischer of the University of Passau, Sönke Albers of the Chrisitan-Albrechts University and Niles Wagner of the University of Passau. The authors report on the development of an i...

From: MIT TechTV on Fri, Jun 18 2010 8:28 PM

"Dynamic Marketing Budget Allocation across Countries, Products, and Marketing Activities at Bayer"by Marc Fischer of the University of Passau, Sönke Albers of the Chrisitan-Albrechts University and Niles Wagner of the University of Passau. The authors report on the development of an i...

From: MIT TechTV on Fri, Jun 18 2010 8:27 PM

From: MIT TechTV on Wed, Jun 16 2010 8:27 PM

"Quantifying and Improving Promotion Profitability at CVS" by Kusum Ailawadi, Jacques Cesar, Bari Harlam, David Trounce Like many high-low retailers, CVS (a leading U.S. drug retail chain) makes approximately 30% of its sales on some kind of consumer promotion. However, a large proportion of the...

From: MIT TechTV on Wed, Jun 16 2010 8:27 PM

"Quantifying and Improving Promotion Profitability at CVS" by Kusum Ailawadi, Jacques Cesar, Bari Harlam, David Trounce Like many high-low retailers, CVS (a leading U.S. drug retail chain) makes approximately 30% of its sales on some kind of consumer promotion. However, a large proportion of the...

From: MIT TechTV on Wed, Jun 16 2010 8:27 PM

"The Right Product for the Right Person: Product Recommendation from Infrequent Events at Clickthrough" by Marty Vrieze, David Freed, Brendan Kitts They authors describe five years of work developing, analyzing, and running one-to-one marketing systems in a successful cross-channel retailer. The...

From: MIT TechTV on Wed, Jun 16 2010 8:27 PM

From: MIT TechTV on Wed, Jun 16 2010 8:27 PM

"CHAN4CAST: A Multi-Channel Multi-Region Forecasting Model and Decision Support System for Pepsico" by Suresh Divakar, Brian Ratchford , and Venkatesh Shankar Pepsico developed a model and decision support system called CHAN4CAST to forecast sales for consumer packaged goods. The model decomp...

From: MIT TechTV on Wed, Jun 16 2010 8:27 PM

From: MIT TechTV on Wed, Jun 16 2010 8:27 PM

From: MIT TechTV on Wed, Jun 16 2010 8:27 PM

“Sales Territory Design: 30 Years of Modeling and Implementation” by Andris Zoltners and Prabhakant Sinha ZS Associates, a large marketing science consulting firm, traces the evolution of models and processes over a 30-year period, during which they developed and implemented their sales territ...

From: MIT TechTV on Wed, Jun 16 2010 8:27 PM

"Optimizing Rhenania’s Direct Marketing Business Through Dynamic Multi-Level Modeling (DMLM)" by Ralf Elsner, Arnd Huchzermeier, Manfred Krafft Rhenania, a German direct mail-order company, turned its catalog mailing practices around within one year and consequently moved up in market position...

From: MIT TechTV on Tue, Jun 15 2010 8:26 PM

"Customer Equity and Lifetime Management (CELM) at Finnair" by Abdel Labbi, Cesar Berrospi, Andre Elisseff, Giuliano Tirenni The Customer Equity & Lifetime Management (CELM) solution is a decision support system that offers marketing managers a scientific framework for optimal planning and ...