Themes Vol. 4 No. 1 / 2012

{CONTENTS} Editorial / / / To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance > Thales Teixeira, Michel Wedel and Rik Pieters / / / A Closer Look at Emotional Intelligence in Marketing Exchange > Blair Kidwell, David M. Hardesty, Brian R. Murtha and Shibin Sheng / / / Seeding a Message to Harvest Reach. Predicting and Optimizing the Spread of Electronic Word-of-Mouth > Ralf van der Lans, Gerrit van Bruggen, Jehoshua Eliashberg and Berend Wierenga / / / Measuring Consumers’ Willingness to Pay. Which Method Fits Best? > Klaus M. Miller, Reto Hofstetter, Harley Krohmer, and Z. John Zhang / / / Dynamically Allocating the Marketing Budget. How to Leverage Profits across Markets, Products and Marketing Activities > Marc Fischer, Sönke Albers, Nils Wagner and Monika Frie / / / MIR talks to Jeffrey S. Cooper, Director of Consumer Insights of CPW – Cereal Partners Worldwide, a Joint Venture between Nestlé and General Mills > Interview by Alain Jolibert / / / Vol. 4 / No. 1 / 2012

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