All Stories

  1. Marketing Budget Allocation Across Countries: The Role of International Business Cycles

    Article • Marketing Science, July 2017, INFORMS

    Harald J van Heerde

  2. The Dynamic Interplay Between Recorded Music and Live Concerts: The Role of Piracy, Unbundling, and Artist Characteristics

    Article • Journal of Marketing, July 2017, American Marketing Association (AMA)

    Harald J van Heerde

  3. How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?

    Article • Journal of Marketing, May 2017, SAGE Publications

    Hannes Datta, Harald J van Heerde

  4. Brand Buzz in the Echoverse

    Article • Journal of Marketing, May 2016, American Marketing Association (AMA)

    Harald J van Heerde, KELLY HEWETT

  5. Optimizing Retail Assortments

    Article • Marketing Science, September 2013, INFORMS

    Harald J van Heerde