Ilfeld, Johanna S. and Russell S. Winer (2002), “Generating Website Traffic,” Journal of Advertising Research, 42 (5) (In Bucklin, Randolph E. (2008), “Marketing Models for Electronic Commerce,” in Berend Wierenga (ed.), Handbook of Marketing Decision Models, Springer, ) 3 equation regression, fit via 3-stage least squares: awareness = fn(online ad spending by co., offline ad spending by co., past web site visits, web site visits = fn (online, offline, awareness, # links from other web sites) brand equity = fn (online, offline, web site visits, #web page views) awareness web site visits brand equity Co’s online ad spending Co’s offline ad spending past web site visits #web page views #links from other web sites

Eliashberg, Jehoshua, Jedid-Jah Jonker, Mohanbir S. Sawhney, and Berend Wierenga (2000), “MOVIEMOD: An Implementable Decision-Support System for Prerelase Market Evaluation of Motion Pictures,” Marketing Science, 19 (3) long-term box office opening weekend box office studio support movie quality movie quality critics #screens ad spend production budget

Could cobble together known relationships Hanssens, Dominique M. (ed.) (2009), “Buyer-Supplier Relationships,” Empirical Generalizations about Marketing Impact: What We Have Learned from Academic Research, Cambridge, MA: Marketing Science Institute, p.14. satisfaction dependence commitment cooperation trust partner-specific investments conflict - -