Publications

November 1993
Article

Reflections on 'Impact of Sales Promotions on When, What, and How Much to Buy'

Keywords: Sales; Product Marketing

Article

The Discounting of Discounts and Promotion Thresholds

By: Sunil Gupta and Lee G. Cooper

Keywords: Product Marketing

Article

Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach

By: Randolph E. Bucklin and Sunil Gupta

Keywords: Brands and Branding; Decision Choices and Conditions; Sales; Segmentation

summer 1991
Article

Estimating Heterogeneity in Consumers' Purchase Rates

By: Sunil Gupta and Donald G. Morrison

Keywords: Customers; Sales

February 1991
Article

Stochastic Models of Interpurchase Time with Time-Dependent Covariates

Keywords: Theory; Sales

September 1989
Article

PACM: A Two Stage Procedure for Analyzing Structural Models

By: Donald R. Lehmann and Sunil Gupta

Keywords: Organizational Structure

November 1988
Article

Impact of Sales Promotions on When, What, and How Much to Buy

Keywords: Sales; Product Marketing

December 1987
Article

A Stochastic Three-Way Unfolding Model for Asymmetric Binary Data

By: Wayne S. DeSarbo, Donald R. Lehmann, Morris B. Holbrook, William J. Havlena and Sunil Gupta

Research Summary

The fact that digital technology disrupts existing businesses is no longer news. We have seen and heard many case studies of incumbents struggling in the digital age as new and nimble players emerge with innovative business models. How should large established... View Details

Teaching Interest

Driving Digital Strategy (DIGS)

Digital technologies have changed the way consumers search for information, communicate with each other, and buy products. Rapid changes in technology and consumer behavior have had a profound impact on business models and marketing practices. This program equips... View Details

Teaching Interest

General Management Program (GMP)

As global business challenges become more complex, companies are turning to cross-functional leaders who can drive change across the organization. The General Management Program (GMP) is a unique modular program that provides the latest management thinking and best... View Details

2015
Other Teaching and Training Material

Marketing Reading: Digital Marketing

By: Sunil Gupta and Joseph Davin

Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details

Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry