TABLE OF CONTENTS

Volume 16, Issue 3 (June 2008)

Editorial
Papers
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Editorial

Editorial

Jonathan Reynolds Editor

J Target Meas Anal Mark 16: 157-158; doi:10.1057/jt.2008.14

Abstract | Full Text | PDF

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Papers

Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product

Jennifer Christie Siemens, Scott Smith, Dan Fisher and Thomas D Jensen

J Target Meas Anal Mark 16: 159-168; advance online publication, July 7, 2008; doi:10.1057/jt.2008.8

Abstract | Full Text | PDF

Measuring stock market reaction to sponsorship announcements: The case of Fiat and Juventus

George S Spais and George N Filis

J Target Meas Anal Mark 16: 169-180; advance online publication, July 7, 2008; doi:10.1057/jt.2008.13

Abstract | Full Text | PDF

Effectiveness of marketing expenditures: A brand level case study

Mehir Kumar Baidya and Partha Basu

J Target Meas Anal Mark 16: 181-188; advance online publication, June 30, 2008; doi:10.1057/jt.2008.12

Abstract | Full Text | PDF

Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine

William L James, Gladys Torres-Baumgarten, Goran Petkovic acute and Tetyana Havrylenko

J Target Meas Anal Mark 16: 189-202; doi:10.1057/jt.2008.10

Abstract | Full Text | PDF

Planning of online and offline B2B promotion with conjoint analysis

Morten Bach Jensen

J Target Meas Anal Mark 16: 203-213; doi:10.1057/jt.2008.11

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Numeric decision support to find optimal balance between customer acquisition and retention spending

Mihai Calciu

J Target Meas Anal Mark 16: 214-227; doi:10.1057/jt.2008.15

Abstract | Full Text | PDF

Market segmentation with mixture regression models: Understanding measures that guide model selection

Marko Sarstedt

J Target Meas Anal Mark 16: 228-246; advance online publication, July 7, 2008; doi:10.1057/jt.2008.9

Abstract | Full Text | PDF