Now that digital marketing is becoming the preferred medium for the industry, a major research field is dedicated to the analysis of the potentially vast amounts of digital data associated with all aspects of the marketing process.  

 

Key Marketing researchers:

 

Key publications:

2025

Chan, K., & Uncles, M. (2025). An analysis of the audience of a digital subscription magazine: Findings about reach, viewing frequency, and repeat-viewing for media aggregators, planners, and advertisers. Journal of Advertising Research, 1–16. https://doi.org/10.1080/00218499.2025.2464275

 

2024

Mintz, O., & Lilien, G.L. (2024). Should B2B start-ups invest in marketing?, Industrial Marketing Management, 117 (February), 220-237. https://doi.org/10.1016/j.indmarman.2024.01.003

 

2023

Eckert, C., & Hohberger, J. (2023). Addressing Endogeneity Without Instrumental Variables: An Evaluation of the Gaussian Copula Approach for Management Research, Journal of Management, 49(4), 1460–1495. https://doi.org/10.1177/01492063221085913.

Lu, S.Q., Singh, S., & de Roos, N (2023). Effects of online and offline advertising and their synergy on direct telephone sales, Journal of Retailing. https://doi.org/10.1016/j.jretai.2023.06.001

Mintz, O., Currim, I., & Deshpande, R. (2023). National customer orientation: an empirical test across 112 countries, Marketing Letters, 34, 89–204. https://link.springer.com/article/10.1007/s11002-023-09668-5

 

2022

Chan, K., & Uncles, M. (2022). Digital Media Consumption: using metrics, patterns and dashboards to enhance data-driven decision-making, Journal of Consumer Behaviour, 21(1), 80-91. https://doi.org/10.1002/cb.1994

Eckert, C., van Heerde, H.J., Wetzel, H.A., & Hattula, S. (2022). Spotlight personnel: How hiring and turnover drive service performance versus demand, Journal of Marketing Research, https://journals.sagepub.com/doi/10.1177/00222437211068049.

Golder, P.N., Dekimpe, M.G., An, J.T., van Heerde, H.J., Kim, D.S.U., & Alba, J.W. (2022). Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation, Journal of Marketing, https://journals.sagepub.com/doi/abs/10.1177/00222429221129200.

 

2021

Healey, J., & Mintz, O. (2021). What if your owners also own other firms in your industry? The relationship between institutional common ownership, marketing, and firm performance, International Journal of Research in Marketing,  38(4), 838-856, https://doi.org/10.1016/j.ijresmar.2021.05.003

Mintz, O., Gilbride, T.J., Currim, I.S., & Lenk, P. (2021). The Right Metrics for Marketing-Mix Decisions. International Journal of Research in Marketing, 38(1), 32-49. https://doi.org/10.1016/j.ijresmar.2020.08.003

 

2019

Mintz, O., Currim, I.S., Steenkamp, J-B.E.M., & de Jong, M.  (2019). Managerial metric use in marketing decisions across 16 countries: A cultural perspective.  Journal of International Business Studies.  published online https://doi.org/10.1057/s41267-019-00259-z