Media Multiplexing Behavior: Implications for Targeting and Media Planning

Published Research

There is a growing trend among consumers to serially consume small, incomplete “chunks” of multiple media types—television, radio, Internet, and print—within a short time period. We refer to this behavior as media multiplexing and note the key challenges for integrated marketing communications media planners.Read More

EBook Rentals – Implications for the Book business

MBA Research Fellowship paper

The market for EBooks has truly taken off, and at this point, a paid eBook rental service appears to be a natural extension of the technology. While there is the public library system with its small collection and limited number of copies, and certain websites providing rentals on a smaller scale, a full-fledged “all you can eat” eBook rental service is not being offered at this time.Read More