MARKETING SCIENCE
Volume 18, Number 1, 1999

Contents

Managing Advertising and Promotion for Long-Run Profitability 1
Kamel Jedidi, Carl F. Mela, and Sunil Gupta
When setting advertising and promotion strategies, managers should consider the relative tradeoffs
between promotion's short- and long-term effects, the relative efficacy of advertising and promotion,
and potential competitive responses.



Asymmetric and Neighborhood Cross-Price Effects: Some Empirical Generalizations 23
Raj Sethuraman, V. Srinivasan, and Doyle Kim
Asymmetric price effect is strong with cross-price elasticities but tends to disappear with absolute
cross-price effects.



Competition in Durable Goods Markets: The Strategic Consequences of Leasing and 42
Selling
Preyas S. Desai and Devavrat Purohit
A resolution of the durable dilemma.



Manufacturer Allowances and Retailer Pass-Through Rates in a Competitive 59
Environment
Sang Yong Kim and Richard Staelin
To deal or not to deal, that is the question.



What You Don't Know About Customer-Perceived Quality: The Role of Customer 77
Expectation Distributions
Roland T. Rust, J. Jeffrey Inman, Jianmin Jia, and Anthony Zahorik
With quality expectations, sometimes the point is not the point.



Focus on Authors 93

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MARKETING SCIENCE

VOL. 18, NO. 2, 1999


Contents

95 The "Shopping Basket": A Model for Multicategory Purchase Incidence Decisions
Puneet Manchanda, Asim Ansari, and Sunil Gupta
How do consumers put their "shopping baskets" together?


115 A Bayesian Model to Forecast New Product Performance in Domestic and
International Markets
Rarnya Neelamegham and Pradeep Chintagunta
We generate performance predictions for new movies at different stages of the launch process with
varying information availability by employing a Bayesian modeling framework.


137 Product Proliferation: An Empirical Analysis of Product Line Determinants and
Market Outcomes
Barry L. Bayus and William P. Putsis, Jr.
Are two better than one? Not always!


154 Modeling the Effects of Advertised Price Claims: Tensile Versus Precise Claims?
Sanjay K. Dhar, Claudia GonzaIez-Vallejo, and Dilip Soman
When higher discounts are better for higher price image stores—tensile versus precise claims.


178 The Impact of Heterogeneity in Purchase Timing and Price Responsiveness on
Estimates of Sticker Shock Effects
Kwangpil Chang, S. Siddarth, and Charles B. Weinberg
Ignoring response heterogeneity can result in upwardly biased estimates of sticker shock effects.

193 Focus on Authors

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