Browsing by Author "Deighton, John"

Now showing items 1-4 of 4

    • Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping 

      Avery, Jill Janice; Steenburgh, Thomas; Deighton, John Anthony; Caravella, Mary (DeGruyter, 2013)
      Buying a product has never been easier. Consumers can shop online, over the phone or via mail order, from home or on the go, and if they want to experience touch and feel, they can also visit a “real” store. Often, one and ...

    • Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time 

      Avery, Jill Janice; Steenburgh, Thomas J.; Deighton, John Anthony; Caravella, Mary (2012)
      The authors propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts sales in existing direct channels. A conceptual framework separates short- and long-term ...

    • Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web 

      Deighton, John Anthony; Kornfeld, Leora (DeGruyter, 2014)
      The new marketing order, as played out on media platforms like YouTube, Twitter and Instagram, is so unlike the order it is displacing that it might seem like bedlam, an asylum of sorts for ideas intelligible only to their ...

    • The Interrelationships Between Brand and Channel Choice 

      Neslin, Scott; Jerath, Kenshuk; Bodapati, Anand; Bradlow, Eric T.; Deighton, John Anthony; Gensler, Sonja; Lee, Leonard; Montaguti, Elisa; Telang, Rahul; Venkatesan, Raj; Verhoef, Peter C.; Zhang, Z. John (Springer, 2014)
      We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework ...