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Journal of Marketing Forthcoming Articles 

As a service to our readers, the Forthcoming Articles page features postprints of authors' originally submitted manuscripts to JM. These postprints have been reviewed by JM reviewers and have been accepted by the editor for publication but are not yet in their final publishable form.  

Next Issue: May 2010

Exchanges in Marketing Systems: The Case of Subsistence Consumer-Merchants in Chennai, India
Madhu Viswanathan, José Antonio Rosa, & Julie A. Ruth
Full Text

Predictors of the Gap Between Program and Commercial Audiences: An Investigation Using Live Tuning Data
David A. Schweidel & Robert J. Kent
Full Text

Spending on the Fly: Mental Budgets, Promotions, and Spending Behavior
Karen M. Stilley, J. Jeffrey Inman, & Kirk L. Wakefield
Full Text

Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services Across Cultures
Kimmy Wa Chan, Chi Kin (Bennett) Yim, & Simon S.K. Lam
Full Text

Why Are Some Salespeople Better at Adapting to Organizational Change?
Michael Ahearne, Son K. Lam, John E. Mathieu, & Willy Bolander
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What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation
Alokparna Basu Monga & Deborah Roedder John
Full Text

Marketing Healthy Eating to Children: The Effectiveness of Incentives, Pledges and Competitions
Sekar Raju, Priyali Rajagopal, & Timothy J. Gilbride
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Bye Bye Bundles: The Unbundling of Music in Digital Channels
Anita Elberse
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Additional Forthcoming Articles:


Consumer Response to Drug Risk Information:The Role of Positive Affect
Anthony D. Cox, Dena Cox, & Susan Powell Mantel
Full Text

Energizing the Reseller’s Sales Force: the Power of Brand Identification
Douglas E. Hughes & Michael Ahearne
Full Text

Governance Mechanisms in Business-to-Business Electronic Markets
Rajdeep Grewal, Anindita Chakravarty, & Amit Saini
Full Text

It Sounds Good to My Ears: The Affective Impact of Linguistic Sound Repetition in Brand Names on Consumers
Jennifer J. Argo, Monica Popa, & Malcolm C. Smith
Full Text

The Service Models of Frontline Employees
Rita Di Mascio
Full Text

Signaling Status with Luxury Goods: The Role of Brand Prominence
Young Jee Han, Joseph C. Nunes, & Xavier Drèze
Full Text

Survival in Markets with Network Effects: Product Compatibility and Order-of-Entry Effects 
Qi Wang, Yubo Chen, & Jinhong Xie
Full Text

To Bundle or Not to Bundle: Determinants of the Profitability of Multi-Item Auctions
Peter T. L. Popkowski Leszczyc & Gerald Häubl
Full Text

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