Managers in the music industry closely monitor both radio airplay of an album as well as the album's sales. Their interest in radio airplay is due to the belief that airplay can increase an album’s sales. Therefore it is natural for managers to attempt to influence radio airplay so as to...

Event scheduling is one of many important decisions facing event marketers in the entertainment industry (i.e., how should multiple performances be scheduled across markets, across venues, and over time?). While there is ample research examining the issues of costs and constraints associated...

A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that affect brand choice. This paper investigates the magnitude and direction of the associations for share of category requirements (SCR), defined as each brand's share among the...

The Tuscan Lifestyles case (Mason 2003) offers a simple twist on the standard view of how to value a newly acquired customer, highlighting how standard retention-based approaches to the calculation of expected CLV are not applicable in a noncontractual setting. Using the data presented in the...