| Advertising and the diffusion of new products D Horsky, LS Simon Marketing Science 2 (1), 1-17, 1983 | 802 | 1983 |
| A diffusion model incorporating product benefits, price, income and information D Horsky Marketing Science 9 (4), 342-365, 1990 | 469 | 1990 |
| Does it pay to change your company's name? A stock market perspective D Horsky, P Swyngedouw Marketing Science 6 (4), 320-335, 1987 | 369 | 1987 |
| New brand positioning and pricing in an oligopolistic market D Horsky, P Nelson Marketing Science 11 (2), 133-153, 1992 | 194 | 1992 |
| Untangling the effects of purchase reinforcement and advertising carryover M Givon, D Horsky Marketing Science 9 (2), 171-187, 1990 | 172 | 1990 |
| An approach to the optimal positioning of a new product B Gavish, D Horsky, K Srikanth Management Science 29 (11), 1277-1297, 1983 | 160 | 1983 |
| Evaluation of salesforce size and productivity through efficient frontier benchmarking D Horsky, P Nelson Marketing science 15 (4), 301-320, 1996 | 142 | 1996 |
| Estimation of attribute weights from preference comparisons D Horsky, MR Rao Management Science 30 (7), 801-822, 1984 | 141 | 1984 |
| Observed and unobserved preference heterogeneity in brand-choice models D Horsky, S Misra, P Nelson Marketing Science 25 (4), 322-335, 2006 | 137 | 2006 |
| An empirical analysis of the optimal advertising policy D Horsky Management Science 23 (10), 1037-1049, 1977 | 127 | 1977 |
| Adjusting choice models to better predict market behavior G Allenby, G Fennell, J Huber, T Eagle, T Gilbride, D Horsky, J Kim, ... Marketing Letters 16, 197-208, 2005 | 112 | 2005 |
| Disentangling preferences and learning in brand choice models S Shin, S Misra, D Horsky Marketing Science 31 (1), 115-137, 2012 | 90 | 2012 |
| Dynamic advertising strategies of competing durable good producers D Horsky, K Mate Marketing Science 7 (4), 356-367, 1988 | 83 | 1988 |
| Stating preference for the ethereal but choosing the concrete: how the tangibility of attributes affects attribute weighting in value elicitation and choice D Horsky, P Nelson, SS Posavac Journal of Consumer Psychology 14 (1-2), 132-140, 2004 | 74 | 2004 |
| Market share response to advertising: An example of theory testing D Horsky Journal of Marketing Research 14 (1), 10-21, 1977 | 63 | 1977 |
| Periodic advertising pulsing in a competitive market M Freimer, D Horsky Marketing Science 31 (4), 637-648, 2012 | 55 | 2012 |
| Market share models as approximators of aggregated heterogeneous brand choice behavior M Givon, D Horsky Management Science, 1404-1416, 1978 | 55 | 1978 |
| Application of a composite stochastic model of brand choice M Givon, D Horsky Journal of Marketing Research 16 (2), 258-267, 1979 | 52 | 1979 |
| Try it, you will like it—Does consumer learning lead to competitive price promotions? M Freimer, D Horsky Marketing Science 27 (5), 796-810, 2008 | 51 | 2008 |
| Discrete choice models of firms’ strategic decisions M Draganska, S Misra, V Aguirregabiria, P Bajari, L Einav, P Ellickson, ... Marketing Letters 19, 399-416, 2008 | 48 | 2008 |
