Concepedia

Sridhar Narayanan

SN

Statistics

Publications

32

Citations

2.3K

H-Index

24

Active since

1993

Affiliations

Stanford University(Current)

University of Chicago

University of Southern California

University of Michigan

Engineering Systems (United States)

Sridhar Narayanan is an author at Stanford University specializing in engineering, management, and marketing.

Top concepts

EngineeringBusinessManagementMarketingConsumer ResearchComputer ScienceComputer EngineeringComputer ArchitectureAdvertisingSoftware Testing

Publications per year

1993–2020

32

Publications

32

Temporal Differences in the Role of Marketing Communication in New Product Categories

Sridhar Narayanan, Puneet Manchanda, Pradeep K. Chintagunta · Journal of Marketing Research · 2005 · 263 citations

Consumer Decision Making, Advertising, Consumer Uncertainty +13

Return on Investment Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing-Mix Interactions

Sridhar Narayanan, Ramarao Desiraju, Pradeep K. Chintagunta · Journal of Marketing · 2004 · 251 citations

Investment Implications, Marketing-mix Variables, Consumer Research +16

Heterogeneous Learning and the Targeting of Marketing Communication for New Products

Sridhar Narayanan, Puneet Manchanda · Marketing Science · 2009 · 216 citations

Consumer Uncertainty, Heterogeneous Learning, Responsiveness Varies +18

Position Effects in Search Advertising and their Moderators: A Regression Discontinuity Approach

Sridhar Narayanan, Kirthi Kalyanam · Marketing Science · 2015 · 159 citations

Search Engine Optimization, Targeted Advertising, Consumer Research +20

Inefficiencies in Digital Advertising Markets

Brett R. Gordon, Kinshuk Jerath, Zsolt Katona et al. · Journal of Marketing · 2020 · 151 citations

Economics, Advertising, Digital Marketing +15

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