Bernd Skiera

marketing competition competitive analysis market analysis social networks word of mouth marketing online marketing social media pricing adaptive dual response seperated adaptive dual response discrete choice analysis willingness-to-pay preference measurement marketing research dual response choice-based conjoint analysis conjoint analysis segmentation positioning market structure clickstream data price comparison websites market mapping marketing finance interface customer business stock market cumulative abnormal returns abnormal returns shareholder value operating business business events leverage ratio leverage effect event study banking referral marketing customer relationship management referral reward program academic performance facebook social contagion targeting google adwords search engine advertising sem pricing innovation payment sequence preferences energy dvance payment systems online advertising search engine marketing seeding strategy viral marketing social media marketing securitisation customer equity customer lifetime value financial crisis securitization customer equity sustainability ratio accounting bertrand-nash-equilibrium structural models sales reaction function sales response function reduced-form models collusive pricing stackelberg leader-follower