Browsing by Author "Ataman, M. Berk"
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Building brands Ataman, M. Berk; Mela, Carl F.; van Heerde, Harald J. (Institute for Operations Research and the Management Sciences, 2008)Which marketing strategies are most effective for introducing new brands? This paper sheds light on this question by ascribing growth performance to firms' postlaunch marketing choices. We decompose the success of a new ...
Consumer packaged goods in France: National brands, regional chains and local branding Ataman, M. Berk; Mela, Carl F.; van Heerde, Harald J. (American Marketing Association, 2007)The authors document several striking general geographic patterns in the performance of national brands using a large longitudinal scanner database that spans many consumer packaged goods categories and U.S. regional ...
The long-term effect of marketing strategy on brand sales. Ataman, M. Berk; van Heerde, Harald J.; Mela, Carl F. (American Marketing Association, 2010)Few studies have considered the relative role of the integrated marketing mix (advertising, price promotion, product, and place) on the long-term performance of mature brands, instead emphasizing advertising and price ...
Co-authors for M. Berk Ataman
M. Berk Ataman has 2 co-authors in Research Commons.