Carl F. Mela

The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice

Carl F. Mela, Donald R. Lehmann · Journal of Marketing Research · 1997 · 791 citations

Business, Marketing, Marketing Management +17

E-Customization

Asim Ansari, Carl F. Mela · Journal of Marketing Research · 2003 · 605 citations

Business, Marketing, Marketing Management +17

Customer Channel Migration

Asim Ansari, Carl F. Mela, Scott A. Neslin · Journal of Marketing Research · 2008 · 603 citations

Business, Marketing, Marketing Management +15

<b>Database Paper</b>—The IRI Marketing Data Set

Bart J. Bronnenberg, Michael W. Kruger, Carl F. Mela · Marketing Science · 2008 · 475 citations

Computing, Marketing, Marketing Management +7

Managing Advertising and Promotion for Long-Run Profitability

Kamel Jedidi, Carl F. Mela · Marketing Science · 1999 · 409 citations

Business, Business Economics, Marketing +17