Consumer choice among brands to add to supermarket shopping baskets provided insights that fueled a long stream of research into market structure, that is, the distinction between brands that compete for the same purchase decision. However, the range of brands appearing in such shopping baskets...

Marketing practitioners have recognized a need to measure customer-generated media in addition to the traditional marketing metrics. Message boards, chat rooms, blogs, and virtual brand communities have become important venues for customer generated media. These communities can be modeled as two...

While many explanations of influence have been proposed there is still debate over which is correct even though most are supported by empirical evidence. This uncertainty has been attributed to there being too little evidence of real-world influence networks, and an inability to separate...

Years of marketing research has given us well-developed theory for competitive analysis based on consumer and competitor choice behavior. However, there are further insights to be gained from understanding how ad click choices reveal a consumer ecosystem, a complex web of non-competing...

Foreword / by Waldemar W. Wirsig -- Introduction -- Mixed performance -- Differentiated and complex systems -- A typology for distinguishing myth from reality -- Key policy issues -- Between status quo and neoliberal extremes