Carl Mela

38 catalog papers. Identity-linked publications and additional name matches are distinguished below.

ORCID: 0000-0001-7893-6966

Fuqua School of Business, Duke University, Durham, North Carolina 27708

Publications

• Advertiser Learning in Direct Advertising Markets — Marketing Science 2026
• The Design and Targeting of Compliance Promotions — Marketing Science 2023
• Marketing Thinking and Doing — Journal of Marketing 2021
• Online Display Advertising Markets: A Literature Review and Future Directions — Information Systems Research 2020
• The Effect of Links and Excerpts on Internet News Consumption — Journal of Marketing Research 2020
• Monetizing Online Marketplaces — Marketing Science 2019
• TV Viewing and Advertising Targeting — Journal of Marketing Research 2018
• Zooming In on Choice: How Do Consumers Search for Cameras Online? — Marketing Science 2016
• Managing User-Generated Content: A Dynamic Rational Expectations Equilibrium Approach — Marketing Science 2016
• A Bayesian hierarchical model for inferring player strategy types in a number guessing game — The Annals of Applied Statistics 2015
• Do Firms Endowed with Greater Strategic Capability Earn Higher Profits? — Journal of Marketing Research 2015
• A Topical History of JMR — Journal of Marketing Research 2014
• Invited Paper—A Keyword History of Marketing Science — Marketing Science 2013
• Determining Consumers’ Discount Rates with Field Studies — Journal of Marketing Research 2012
• Structural Workshop Paper—Data Selection and Procurement — Marketing Science 2011
• A Dynamic Model of Sponsored Search Advertising — Marketing Science 2011
• The Long-Term Effect of Marketing Strategy on Brand Sales — Journal of Marketing Research 2010
• Do Digital Video Recorders Influence Sales? — Journal of Marketing Research 2010
• The Role of Spatial Demand on Outlet Location and Pricing — Journal of Marketing Research 2009
• Database Paper—The IRI Marketing Data Set — Marketing Science 2008
• Building Brands — Marketing Science 2008
• Customer Channel Migration — Journal of Marketing Research 2008
• Online Auction Demand — Marketing Science 2008
• Size and Share of Customer Wallet — Journal of Marketing 2007
• Consumer Packaged Goods in France: National Brands, Regional Chains, and Local Branding — Journal of Marketing Research 2007
• The Periodicity of Pricing — Journal of Marketing Research 2006
• The Effect of Standardized Information on Firm Survival and Marketing Strategies — Marketing Science 2005
• The Dynamic Effect of Innovation on Market Structure — Journal of Marketing Research 2004
• Market Roll-Out and Retailer Adoption for New Brands — Marketing Science 2004
• E-Customization — Journal of Marketing Research 2003
• The Effect of Discount Frequency and Depth on Consumer Price Judgments — Journal of Consumer Research 1999
• The Dynamic Effect of Discounting on Sales: Empirical Analysis and Normative Pricing Implications — Marketing Science 1999
• Managing Advertising and Promotion for Long-Run Profitability — Marketing Science 1999
• Does “Bait and Switch” Really Benefit Consumers? Advancing the Discussion … — Marketing Science 1998
• Does “Bait and Switch” Really Benefit Consumers? — Marketing Science 1998
• The Long-Term Impact of Promotions on Consumer Stockpiling Behavior — Journal of Marketing Research 1998
• The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice — Journal of Marketing Research 1997
• Optimizing Reserve Prices in Display Advertising Auctions — Marketing Science