Welcome
Opening Session

Business Analytical Services: Transforming Information into Value
Jeffrey Kreulen, IBM Almaden Research Center

Combining Internal and External Data for a Panoramic View of the Customer
Wagner Kamakura, Duke University

SPECIAL TOPIC: Frontiers in Interactive Marketing Quality of Referrals or Quantity of Referrals or Doesn’t it Matter?
Kay Peters, Sebastian Feld, Daniel Asselmann, University of Münster, V. Kumar, Georgia State University; Manfred Krafft, University of Münster

Optimizing Multi-Category Catalog Mailing
Morris George, Baylor University; V. Kumar, Georgia State University; Dhruv Grewal, Babson College

A Dynamic Framework for Cross-Selling in Financial Services
Denish Shah, V. Kumar, Georgia State University; Yingge Qu, University of Connecticut

Viral Advertising in Social Media
Maria Petrescu, Pradeep Korgaonkar, Florida Atlantic University

Impact of Social Network Structure on Content Propagation: A Study Using YouTube Data
Hema Yoganarasimhan, University of California, Davis

Social Motivations for Brand Loyalty
Lauren Labreque, University of Massachusetts-Amherst; Anjala Krishen, University of Nevada Las Vegas; Stephan Grzeskowiak, University of Minnesota

Session Chair: Paula Peter, San Diego State University

Social Media Usage Among American and Chinese College Students
Anjala Krishen; University of Nevada Las Vegas; Maxwell Hsu, University of Wisconsin-Whitewater; Guangzhi Chu, Communication University of China; John A. Schibrowsky, University of Nevada Las Vegas

Privacy, Personalization, and Globalization: Educating Marketing Students on These Critical Issues
Marilyn Lavin, University of Wisconsin, Whitewater

Mobile Marketing in China
Mary Anne McGrath, Loyola University Chicago; Mars Ren, Tina Li, China Europe International Business School (CEIBS)

Session Chair: Monle Lee, Indiana University-South Bend

BEST PAPER: From the Field and into the Classroom: Information Architecture Assessment and Website Usability Tests
Michael Clayton, Matt Hettche, Christopher Newport University

Teaching Advertising in a 3-D, Immersive Virtual Environment
Neal Burns, University of Texas at Austin; Greg Nuyens, Teleplace, Inc.

From Web 2.0 to Web 3.0: Implications for Marketing Courses
Susan Jones, Ferris State University; Carol Scovotti, University of Wisconsin-Whitewater

Class Communication Options: Making the Most of Web-Based Tools
Robert E. Boostrom, Jr., University of Wisconsin-Whitewater

Session Chair: Lisa Spiller, Christopher Newport University

Does Advertising Impact Chatter? – Assessing the Dynamics of Advertising on User Generated Content
Seshadri Tirunillai, Gerald Tellis, University of Southern California

Hybrid Advertising Auctions
Yi Zhu, University of Southern California; Ken Wilbur, Duke University

Using the Internet to Synchronize Television and IPTV Advertising
Steven Bellman, Murdoch University; James O'Farrell, Lili Qiu, Jamie Murphy, University of Western Australia; Duane Varen, Murdoch University, Disney Media and Advertising Lab

Session Chair: John Schibrowsky, University of Nevada Las Vegas

The Response Surface Process for Optimal Allocation of Online Budgets Between Push and Pull
Edward C. Malthouse, Donald Schultz, Northwestern University

Consumer Search and Propensity to Buy
Ofer Mintz, Imran S. Currim, University of California, Irvine

A Dynamic Model of Purchase Paths
Young-Hoon Park, Chang Hee Park, Cornell University

Session Chair: Prasad Naik, University of California, Davis

SPECIAL TOPIC: Project-Driven, Collaborative Online Teaching and the ECHO Competition
Matthew Sauber, David Marold, Eastern Michigan University

The Classroom as a Virtual Community: Using Student Backchannel Discourse
John Cronin, Western Connecticut State University

An Investigation of Instructional Immediacy and Student Motivation in Online Courses: A Comparison of Graduate and Undergraduate Students
Stephanie Kelly, Lisa Fall, University of Tennessee

Session Chair: Mary Ann McGrath, Loyola University Chicago

Teaching Database Marketing: Perspectives for Graduate and Undergraduate Course Development
Lisa Spiller, Christopher Newport University; Pavan Rao Chennamaneni, University of Wisconsin-Whitewater; Matthew Hettche, Christopher Newport University

SPECIAL TOPIC Teaching CRM Analytics to Marketing Students: Opportunities and Challenges
Vishal Lala, Pace University; Goutam Chakraborty, Oklahoma State University; Pavan Rao Chennamaneni, University of Wisconsin-Whitewater; Prashant Srivastava, University of Akron

Will You Really Know Your Customers if You Analyze Loyalty Card Data? Perhaps Not!
Sivaramakrishnan Siddarth, University of Southern California; Rakesh Niraj, Case Western Reserve University

Consumer Assessments of User Reviews in the Hospitality Industry
Beng Soo Ong, California State University, Fresno

The Effect of Methods of Acquisition and Retention Strategies on Customer Profitability
B.P.S. Murthi, University of Texas at Dallas; Erin M. Steffes, Towson University; Ram C. Rao, Andrei Strijnev, University of Texas at Dallas

Session Chair: Mary Long, Pace University

Inequality Assessment in the Value of Marketing Data
Paul Berger, Bentley University; Adir Even, Ben-Gurion University of the Negev; G. Shankaranarayanan, Babson College

A Behavioral Segmentation Approach for Personalizing Email Communications
Douglas MacLachlan, University of Washington

Market Orientation, Technological Readiness and Perceived Competitive Advantages of Expansion to the Internet: The Case of Small and Medium-sized Enterprises
Gopalkrishnan Iyer, Florida Atlantic University

Session Chair: Neal Burns, University of Texas at Austin

An Entropy-Based Measure of Brand Loyalty and the Concept of Retention Rate
Hsiu-Yuan Tsao, Chih-Hsiao Tsai, Wen-Hsien Chen, Tamkang University of Science and Technology

Businesses on Facebook: An Analysis of Business – User “Wall” Interactions
Brad Sago, Whitworth University

Data Quality: Success Generator or Failure Preventer? Perspectives from the B-to-B Industry
Jos Schijns, Open University of the Netherlands; Luc Shrover, Cendris Dataconsulting b.v.

Multi-Channel Retailing: Toward a Management Model of Customer Flows
Regine Vanheems, Universite de Paris I Sorbonne; J. Steven Kelly, Kathleen Stevenson, DePaul University

Session Chair: Dirk van den Poel, Ghent University

Closing Plenary Session