Academic Publications
Meaning Matters: Polysemy in Advertising (with Stefano Puntoni and Jonathan Schroeder), Journal of Advertising (2010)
Should You Launch a Fighter Brand?, Harvard Business Review (2009)
Managers contemplating a new product launch during the prosperous early years of the twenty-first century...
Managerial and Customer Costs of Price Adjustment: Direct Evidence from Industrial Markets (with Mark Zbaracki, mark Ritson, Daniel Levy, Shantanu Dutta, and Mark Bergen), The Review of Economics and Statistics (2004)
Shattering the Myth of Costless Price Changes (with Mark Bergen, Shantanu Dutta, Danny Levy, and Mark Zbaracki), European Management Journal (2003)
Pricing as a Strategic Capability (with Mark Bergen, Shantanu Dutta, and Mark Zbaracki), Sloan Management Review (2002)
Paddy Barwise, & Mark Ritson (2000), “ in Brand.New, ed. Jane Pavitt, Princeton, NJ; Princeton University Press, 70-97. (with Paddy Barwise), Brand New (2000)
The Social Uses of Advertising (with Richard Elliott), Journal of Consumer Research (1999)
Advertising research has focused exclusively on the solitary subject at the expense of understanding the...