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如果，我是说如果，没有足够时间阅读或者浏览JM上所有文章的话，从我今天发布的几个奖项里头挑选一些来读可以算是一条捷径。
大师们写的东西，读读总是有好处的。
老师常说，不会写不要紧，现在重要的是多多读、细细读、好好读；不知道要读什么也够头疼的，所以我今天发几份JM和JMR编委们评选出来的最优和获奖论文，以飨众版友。
老规矩，还是免费送，pinggu是个讲究成本的论坛，鄙人还是喜欢发附件不收论坛币，只希望版友们对于未付出些许“代价”就获得的东西也能给予足够的重视。
【介绍Paul E. Green Award这个奖】：
Paul E. Green Award
This award recognizes the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research. It honors the S.S. Kresge Professor Emeritus of Marketing at the Wharton School at the University of Pennsylvania.
Eligibility
Articles are eligible if they have been published in the Journal of Marketing Research within the last calendar year.
Selection Criteria
The Paul E. Green Award is selected by a committee chaired by the Journal of Marketing Research editor. The committee selects four papers as the finalists.Out of the four, one is selected as the winner of the award. The award is presented at the AMA Winter Educators’ Conference to the author(s) of the winning article.
【附录上历年获奖文章】
Paul E. Green Award Recipients
2009
Anand V. Bodapati
Article: "Recommendation Systems with Purchase Data"
Journal of Marketing Research February 2008.
2008
Bart J. Bronnenberg
Sanjay K. Dhar
Jean-Pierre H. Dubé
Article: "Consumer Packaged Goods in the United States: National Brands, Local Branding"
Journal of Marketing Research February 2007.
2007
Florian Zettelmeyer
Fiona Scott Morton
Jorge Silva-Risso
Article: "How the Internet Lowers Prices: Evidence from Matched Survey and Automobile Transaction Data"
Journal of Marketing Research May 2006.
2006
Peter S. Fader
Bruce G.S. Hardie
Ka Lok Lee
Article: "RFM and CLV: Using Iso-Value Curves for Customer Base Analysis" Journal of Marketing Research November 2005.
2005
Sunil Gupta
Donald R. Lehmann
Jennifer Ames Stuart
Article: "Valuing Customers"
Journal of Marketing Research February 2004.
2004
Dick R. Wittink
Harald van Heerde
Sachin Gupta
Article: "Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only 33% Is"
Journal of Marketing Research November 2003.
Asim Ansari
Carl F. Mela
Article: "E-Customization"
Journal of Marketing Research May 2003.
2003
Bart J. Bronnenberg
Catarina Sismeiro
Article: "Using Multimarket Data to Predict Brand Performance in Markets for Which No or Poor Data Exist"
Journal of Marketing Research February 2002.
2002
William R. Dillon
Amna Kirmani
Thomas J. Madden
Soumen Mukherjee
Article: “Understanding What’s in a Brand Rating: A Model for Assessing Brand and Attribute Effects and Their Relationship to Brand Equity”
Journal of Marketing Research November 2001.
2001
Carrie M. Heilman
Douglas Bowman
Gordon P. Wright
Article: “The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market”
Journal of Marketing Research May 2000.
2000
Marnik Dekimpe
Dominique Hanssens
Article: “Sustained Spending and Persistent Response: A New look at Long-Term Marketing Profitability"
Journal of Marketing Research November 1999.
1999
Gregory S. Carpenter
Venkatesh Shankar
Lakshman
Krishnamurthi
Article: "Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers" Journal of Marketing Research February 1998.
1998
Carl F. Mela
Sunil Gupta
Donald R. Lehmann
Article: "The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice"
Journal of Marketing Research May 1997.
1997
Peter S. Fader
Bruce G. S. Hardie
Article: "Modeling Consumer Choice among SKUs",
Journal of Marketing Research November 1996.
1996
Leonard M. Lodish
Magid Abraham
Stuart Kalmenson
Jeanne Livelsberger
Beth Lubetkin
Bruce Richardson
Mary Ellen Stevens
Article: "How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments”
Journal of Marketing Research May 1996.
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