Journal of Targeting, Measurement and Analysis for Marketing http://www.palgrave-journals.com/jt/current_issue/ Palgrave Macmillan Ltd en Copyright © Palgrave Macmillan Ltd Journal of Targeting, Measurement and Analysis for Marketing 0967-3237 Copyright © Palgrave Macmillan Ltd rights@palgrave.com Journal of Targeting, Measurement and Analysis for Marketing http://www.palgrave-journals.com/pal/images/logos_b_o_w/jt.gif http://www.palgrave-journals.com/jt/ Editorial http://dx.doi.org/10.1057/jt.2008.14 Editorial

Journal of Targeting, Measurement and Analysis for Marketing 16, 157 (June 2008). doi:10.1057/jt.2008.14

Author: Jonathan Reynolds

]]> Editorial Jonathan Reynolds doi:10.1057/jt.2008.14 Journal of Targeting, Measurement and Analysis for Marketing 16, 157 (June 2008) Journal of Targeting, Measurement and Analysis for Marketing 16 3 157 158 Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product http://dx.doi.org/10.1057/jt.2008.8 Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product

Journal of Targeting, Measurement and Analysis for Marketing 16, 159 (June 2008). doi:10.1057/jt.2008.8

Authors: Jennifer Christie Siemens, Scott Smith, Dan Fisher, Thomas D Jensen &

]]> Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product Jennifer Christie Siemens Scott Smith Dan Fisher Thomas D Jensen doi:10.1057/jt.2008.8 Journal of Targeting, Measurement and Analysis for Marketing 16, 159 (June 2008) July 7, 2008 Journal of Targeting, Measurement and Analysis for Marketing July 7, 2008 16 3 159 168 Measuring stock market reaction to sponsorship announcements: The case of Fiat and Juventus http://dx.doi.org/10.1057/jt.2008.13 Measuring stock market reaction to sponsorship announcements: The case of Fiat and Juventus

Journal of Targeting, Measurement and Analysis for Marketing 16, 169 (June 2008). doi:10.1057/jt.2008.13

Authors: George S Spais, George N Filis &

]]> Measuring stock market reaction to sponsorship announcements: The case of Fiat and Juventus George S Spais George N Filis doi:10.1057/jt.2008.13 Journal of Targeting, Measurement and Analysis for Marketing 16, 169 (June 2008) July 7, 2008 Journal of Targeting, Measurement and Analysis for Marketing July 7, 2008 16 3 169 180 Effectiveness of marketing expenditures: A brand level case study http://dx.doi.org/10.1057/jt.2008.12 Effectiveness of marketing expenditures: A brand level case study

Journal of Targeting, Measurement and Analysis for Marketing 16, 181 (June 2008). doi:10.1057/jt.2008.12

Authors: Mehir Kumar Baidya, Partha Basu &

]]> Effectiveness of marketing expenditures: A brand level case study Mehir Kumar Baidya Partha Basu doi:10.1057/jt.2008.12 Journal of Targeting, Measurement and Analysis for Marketing 16, 181 (June 2008) June 30, 2008 Journal of Targeting, Measurement and Analysis for Marketing June 30, 2008 16 3 181 188 Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine http://dx.doi.org/10.1057/jt.2008.10 Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine

Journal of Targeting, Measurement and Analysis for Marketing 16, 189 (June 2008). doi:10.1057/jt.2008.10

Authors: William L James, Gladys Torres-Baumgarten, Goran Petković, Tetyana Havrylenko &

]]> Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine William L James Gladys Torres-Baumgarten Goran Petković Tetyana Havrylenko doi:10.1057/jt.2008.10 Journal of Targeting, Measurement and Analysis for Marketing 16, 189 (June 2008) Journal of Targeting, Measurement and Analysis for Marketing 16 3 189 202 Planning of online and offline B2B promotion with conjoint analysis http://dx.doi.org/10.1057/jt.2008.11 Planning of online and offline B2B promotion with conjoint analysis

Journal of Targeting, Measurement and Analysis for Marketing 16, 203 (June 2008). doi:10.1057/jt.2008.11

Author: Morten Bach Jensen &

]]> Planning of online and offline B2B promotion with conjoint analysis Morten Bach Jensen doi:10.1057/jt.2008.11 Journal of Targeting, Measurement and Analysis for Marketing 16, 203 (June 2008) Journal of Targeting, Measurement and Analysis for Marketing 16 3 203 213 Numeric decision support to find optimal balance between customer acquisition and retention spending http://dx.doi.org/10.1057/jt.2008.15 Numeric decision support to find optimal balance between customer acquisition and retention spending

Journal of Targeting, Measurement and Analysis for Marketing 16, 214 (June 2008). doi:10.1057/jt.2008.15

Author: Mihai Calciu &

]]> Numeric decision support to find optimal balance between customer acquisition and retention spending Mihai Calciu doi:10.1057/jt.2008.15 Journal of Targeting, Measurement and Analysis for Marketing 16, 214 (June 2008) Journal of Targeting, Measurement and Analysis for Marketing 16 3 214 227 Market segmentation with mixture regression models: Understanding measures that guide model selection http://dx.doi.org/10.1057/jt.2008.9 Market segmentation with mixture regression models: Understanding measures that guide model selection

Journal of Targeting, Measurement and Analysis for Marketing 16, 228 (June 2008). doi:10.1057/jt.2008.9

Author: Marko Sarstedt &

]]> Market segmentation with mixture regression models: Understanding measures that guide model selection Marko Sarstedt doi:10.1057/jt.2008.9 Journal of Targeting, Measurement and Analysis for Marketing 16, 228 (June 2008) July 7, 2008 Journal of Targeting, Measurement and Analysis for Marketing July 7, 2008 16 3 228 246