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  • Article

The Discounting of Discounts and Promotion Thresholds

By: Sunil Gupta and Lee G. Cooper
Keywords: Product Marketing
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  • 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
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  • summer 1991
  • Article

Estimating Heterogeneity in Consumers' Purchase Rates

By: Sunil Gupta and Donald G. Morrison
Keywords: Customers; Sales
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  • February 1991
  • Article

Stochastic Models of Interpurchase Time with Time-Dependent Covariates

By: Sunil Gupta
Keywords: Theory; Sales
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  • September 1989
  • Article

PACM: A Two Stage Procedure for Analyzing Structural Models

By: Donald R. Lehmann and Sunil Gupta
Keywords: Organizational Structure
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  • November 1988
  • Article

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

By: Sunil Gupta
Keywords: Sales; Product Marketing
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  • 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
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  • Research Summary

Digital Transformation

By: Sunil Gupta

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)

By: Sunil Gupta
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)

By: Sunil Gupta
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
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  • Research Summary

Overview

By: Iavor I. Bojinov
Over the last decade, technology companies like Amazon, Google, and Netflix have pioneered data-driven research and development processes centered on massive experimentation. However, as companies increase the breadth and scale of their experiments to millions of... View Details
  • Teaching Interest

Senior Executive Leadership Program, India (SELPI)

By: Sunil Gupta
India is one of the fastest growing economies. This modular program is designed to hone the business and leadership skills of executives who are planning to leverage the opportunities in this emerging market.

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