Marketing in a data-driven digital world: Implications for the role and scope of marketing von Shah, Denish, Murthi, B.P.S.

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A Dynamic Model for Digital Advertising: The Effects of Creative Format, Message Content, and Targeting on Engagement von BRUCE, NORRIS I., MURTHI, B.P.S., RAO, RAM C.

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The impact of racial diversity on intermediate and long-term performance: The moderating role of environmental context von Richard, Orlando C., Murthi, B. P. S, Ismail, Kiran

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The Role of the Management Sciences in Research on Personalization von Murthi, B. P. S, Sarkar, Sumit

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When Old Is Gold: The Role of Business Longevity in Risky Situations von Desai, Preyas S., Kalra, Ajay, Murthi, B. P. S.

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Maximizing Revenue Through Two-Dimensional Shelf-Space Allocation von Geismar, H. Neil, Dawande, Milind, Murthi, B. P. S., Sriskandarajah, Chelliah

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Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship von Bass, Frank M, Bruce, Norris, Majumdar, Sumit, Murthi, B. P. S

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Developing a measure of risk adjusted revenue (RAR) in credit cards market: Implications for customer relationship management von Singh, Shweta, Murthi, B.P.S., Steffes, Erin

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Price Awareness and Consumers’ Use of Deals in Brand Choice von Murthi, B.P.S., Rao, Ram C.

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A descriptive analysis of publications in marketing science over its history von Murthi, B.P.S, Rao, Ram C, Ratchford, Brian T

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When Old Is Gold:The Role of Business Longevity in Risky Situations von Desai, Preyas S, Kalra, Ajay, Murthi, B.P.S

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Evaluating the Effect of Affinity Card Programs on Customer Profitability Using Propensity Score Matching von Bakhtiari, Ali, Murthi, B.P.S., Steffes, Erin

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An Empirical Analysis of Strategic Groups in the Airline Industry using Latent Class Regressions von Murthi, B.P.S., Rasheed, Abdul A, Goll, Irene

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Efficiency of mutual funds and portfolio performance measurement: A non-parametric approach von Murthi, B.P.S., Choi, Yoon K., Desai, Preyas

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Relative Performance Evaluation of Mutual Funds: A Non-Parametric Approach von Choi, Yoon K., Murthi, B.P.S.

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Consumers' Extent of Evaluation in Brand Choice von Murthi, B. P. S., Srinivasan, Kannan

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E-Business and Management Science: Mutual Impacts (Part 1 of 2) von Geoffrion, Arthur M, Krishnan, Ramayya

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Wearout effects of different advertising themes: a dynastic Bayesian model of the advertising-sales relationship von Bass, Frank M, Bruce, Norris, Majumdar, Summit, Murthi, B.P.S.

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Asymmetric effects of dynamic usage behavior on duration in subscription-based online service von Dover, Howard F., Murthi, B.P.S.

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Operating decisions, supplier availability and quality: An empirical study von Kekre, Sunder, Murthi, B.P.S., Srinivasan, Kannan

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