By Professor Harald Van Heerde

Journal articles

Van Heerde HJ, 2005, 'The proper interpretation of sales promotion effects: Supplement elasticities with absolute sales effects', Applied Stochastic Models in Business and Industry, 21, pp. 407 - 408, http://dx.doi.org/10.1002/asmb.580

Paap R; van Nierop E; van Heerde HJ; Wedel M; Franses PH; Alsem KJ, 2005, 'Consideration sets, intentions and the inclusion of "don't know" in a two-stage model for voter choice', International Journal of Forecasting, 21, pp. 53 - 71, http://dx.doi.org/10.1016/j.ijforecast.2004.02.004

Van Heerde HJ; Bijmolt THA, 2005, 'Decomposing the promotional revenue bump for loyalty program members versus nonmembers', Journal of Marketing Research, 42, pp. 443 - 457, http://dx.doi.org/10.1509/jmkr.2005.42.4.443

Van Heerde HJ; Dekimpe MG; Putsis WP, 2005, 'Marketing models and the lucas critique', Journal of Marketing Research, 42, pp. 15 - 21, http://dx.doi.org/10.1509/jmkr.42.1.15.56888

Bijmolt THA; Van Heerde HJ; Pieters RGM, 2005, 'New empirical generalizations on the determinants of price elasticity', Journal of Marketing Research, 42, pp. 141 - 156, http://dx.doi.org/10.1509/jmkr.42.2.141.62296

van Dijk A; van Heerde HJ; Leeflang PSH; Wittink DR, 2004, 'Similarity-Based Spatial Methods to Estimate Shelf Space Elasticities', QME-QUANTITATIVE MARKETING AND ECONOMICS, 2, pp. 257 - 277, http://dx.doi.org/10.1023/B:QMEC.0000037079.73934.a2

Van Heerde HJ; Leeflang PSH; Wittink DR, 2004, 'Decomposing the sales promotion bump with store data', Marketing Science, 23, http://dx.doi.org/10.1287/mksc.1040.0061

Van Heerde HJ; Mela CF; Manchanda P, 2004, 'The dynamic effect of innovation on market structure', Journal of Marketing Research, 41, pp. 166 - 183, http://dx.doi.org/10.1509/jmkr.41.2.166.28669

Van Heerde HJ; Gupta S; Wittink DR, 2003, 'Is 75% of the Sales Promotion Bump Due to Brand Switching? No, only 33% Is', Journal of Marketing Research, 40, pp. 481 - 491, http://dx.doi.org/10.1509/jmkr.40.4.481.19386

van Heerde HJ; Leeflang PSH; Wittink DR, 2002, 'How Promotions Work: SCAN*PRO-Based Evolutionary Model Building', Schmalenbach Business Review, 54, pp. 198 - 220, http://dx.doi.org/10.1007/bf03396653

Van Heerde HJ; Leeflang PSH; Wittink DR, 2001, 'Semiparametric analysis to estimate the deal effect curve', Journal of Marketing Research, 38, pp. 197 - 215, http://dx.doi.org/10.1509/jmkr.38.2.197.18842

Van Heerde HJ; Leeflang PSH; Wittink DR, 2000, 'The estimation of pre-and postpromotion dips with store-level scanner data', Journal of Marketing Research, 37, pp. 383 - 395, http://dx.doi.org/10.1509/jmkr.37.3.383.18782

Gijsenberg MJ; van Heerde HJ; Dekimpe MG; Steenkamp J-BEBM, 'Advertising and Price Effectiveness over the Business Cycle', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.1531150

Datta H; Foubert B; van Heerde HJ, 'Are Free-Trial Customers Worth Less than Regular Customers?', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.2060645

Dinner IM; van Heerde HJ; Neslin S, 'Creating Customer Engagement Via Mobile Apps: How App Usage Drives Purchase Behavior', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.2669817

Dinner IM; van Heerde HJ; Neslin S, 'Driving Online and Offline Sales: The Cross-Channel Effects of Digital Versus Traditional Advertising', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.1955653

Leeflang PSH; van Heerde HJ; Wittink DR, 'How Promotions Work: SCAN*PRO-Based Evolutionary Model Building', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.321003

Gijsenberg MJ; van Heerde HJ; Dekimpe MG; Nijs VR, 'Understanding the Role of Adstock in Advertising Decisions', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.1905426

Gijsenberg MJ; van Heerde HJ; Dekimpe MG; Steenkamp J-BEBM; Nijs VR, 'Understanding the Timing and Magnitude of Advertising Spending Patterns', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.1472914

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