| Consumer attitude metrics for guiding marketing mix decisions DM Hanssens, KH Pauwels, S Srinivasan, M Vanhuele, G Yildirim Marketing Science 33 (4), 534-550, 2014 | 156 | 2014 |
| App popularity: Where in the world are consumers most sensitive to price and user ratings? R Kübler, K Pauwels, G Yildirim, T Fandrich Journal of Marketing 82 (5), 20-44, 2018 | 102 | 2018 |
| Winning hearts, minds and sales: how marketing communication enters the purchase process in emerging and mature markets K Pauwels, S Erguncu, G Yildirim International Journal of Research in Marketing 30 (1), 57-68, 2013 | 81 | 2013 |
| The impact of brand familiarity on online and offline media synergy K Pauwels, C Demirci, G Yildirim, S Srinivasan International Journal of Research in Marketing 33 (4), 739-753, 2016 | 76 | 2016 |
| Conditions for owned, paid and earned media impact and synergy C Demirci, K Pauwels, S Srinivasan, G Yildirim Cambridge, MA: Marketing Science Institute. Retrieved June 19, 2015, 2014 | 21 | 2014 |
| Historical impact of technological change on the US mass media advertising expenditure M Esteban-Bravo, JM Vidal-Sanz, G Yildirim Technological Forecasting & Social Change, 2015 | 17 | 2015 |
| Peter SH Leeflang, Marije L. Teerling, and KR Eelko Huizingh (2011),“Does Online Information Drive Offline Revenues?: Only for Specific Products and Consumer Segments!,” K Pauwels, I Currim, MG Dekimpe, DM Hanssens, N Mizik, E Ghysels, ... Journal of Retailing 87 (1), 1-17, 0 | 9 | |
| Valuing customer portfolios with endogenous mass-and-direct-marketing interventions using a Stochastic Dynamic Programming Decomposition M Esteban-Bravo, JM Vidal-Sanz, G Yildirim Marketing Science 33 (5), 621-640, 2014 | 8 | 2014 |
| Applied Marketing Analytics Using R G Yildirim, RV Kübler SAGE Publications Ltd, 2023 | 6 | 2023 |
| Applied time-series analysis in marketing W Wang, G Yildirim Handbook of market research, 469-513, 2021 | 6 | 2021 |
| Can retail sales volatility be curbed through marketing actions? M Esteban-Bravo, JM Vidal-Sanz, G Yildirim Marketing Science 36 (2), 232-253, 2017 | 5 | 2017 |
| How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets S Erguncu, G Yildirim Brand management in emerging markets, 2014 | 4 | 2014 |
| Direct mail to prospects and email to current customers? Modeling and field-testing multichannel marketing A Valenti, S Srinivasan, G Yildirim, K Pauwels Journal of the Academy of Marketing Science, 1-20, 2023 | 3 | 2023 |
| Advertising’s sequence of effects on consumer mindset and sales: A comparison across brands and product categories A Valenti, G Yildirim, M Vanhuele, S Srinivasan, K Pauwels International Journal of Research in Marketing 40 (2), 435-454, 2023 | 3 | 2023 |
| Is the Hierarchy of Effects Dead or Alive A Valenti, G Yildirim, M Vanhuele, S Srinivasan, K Pauwels Proceedings from the 49th Annual EMAC Conference, 26-29, 2020 | 3 | 2020 |
| US advertising expenditure trends: long run effects and structural changes with new media introductions M Esteban-Bravo, JM Vidal-Sanz, G Yildirim Getafe: Universidad Carlos III de Madrid, Working Paper 15, 2012 | 3 | 2012 |
| From Representation to Reception: Evaluating the Impact of Diversity in TV Advertising on Consumer Purchase Intention G Overgoor, G Yildirim, Y Bart, K Pauwels Available at SSRN 4471248, 2023 | 1 | 2023 |
| Is There a Hierarchy of Effects in Advertising? Empirical Generalizations for Consumer-Package d Goods K Pauwels, A Valenti, S Srinivasan, G Yildirim, M Vanheule Marketing Science Institute Working Paper Series 2020, 20-139, 2020 | 1 | 2020 |
| Managing multichannel marketing for L’Occitane A Valenti, S Srinivasan, G Yildirim, K Pauwels Winner of the 2018 Gary Lilien ISMS-MSI-EMAC Practice Prize, 2018 | 1 | 2018 |
| Applied Time-Series Analysis in Marketing W Wanxin, G Yildirim Handbook of Market Research, Homburg C., Klarmann M., Vomberg A.E. (eds), 2021 | | 2021 |
Koen PauwelsNortheastern UniversityVerified email at northeastern.edu
