1. Ilfeld, Johanna S. and Russell S. Winer (2002), “Generating Website Traffic,” Journal of Advertising Research, 42 (5) 49-61. (In Bucklin, Randolph E. (2008), “Marketing Models for Electronic Commerce,” in Berend Wierenga (ed.), Handbook of Marketing Decision Models, Springer, 327-372.) 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

2. 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) 226-243. long-term box office opening weekend box office studio support movie quality movie quality critics #screens ad spend production budget

3. 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 - -