• 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 offlinead spending

past web site visits

#web page views

#links fromother 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) 226-243.

long-termbox office

opening weekendbox office

studio support

movie qualitymovie

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--