| 403 | -- | 404 | Eric T. Bradlow, Anne T. Coughlan. Editorial - Analytical Transparency |
| 405 | -- | 423 | Eric T. Anderson, Karsten Hansen, Duncan Simester. The Option Value of Returns: Theory and Empirical Evidence |
| 424 | -- | 441 | Sridhar Narayanan, Puneet Manchanda. Heterogeneous Learning and the Targeting of Marketing Communication for New Products |
| 442 | -- | 456 | Ashish Sood, Gerard J. Tellis. Do Innovations Really Pay Off? Total Stock Market Returns to Innovation |
| 457 | -- | 471 | Liang Guo. The Benefits of Downstream Information Acquisition |
| 472 | -- | 487 | Wilfred Amaldoss, Chuan He. Direct-to-Consumer Advertising of Prescription Drugs: A Strategic Analysis |
| 488 | -- | 501 | Liang Guo, Ying Zhao. Voluntary Quality Disclosure and Market Interaction |
| 502 | -- | 515 | Dinesh K. Gauri, Janos Gabor Pauler, Minakshi Trivedi. Benchmarking Performance in Retail Chains: An Integrated Approach |
| 516 | -- | 525 | P. B. Seetharaman, Hai Che. Price Competition in Markets with Consumer Variety Seeking |
| 526 | -- | 540 | S. Hun Seog, Yong J. Hyun. Financing as a Marketing Strategy |
| 541 | -- | 553 | Makoto Abe. Counting Your Customers One by One: A Hierarchical Bayes Extension to the Pareto/NBD Model |
| 554 | -- | 0 | Eric T. Bradlow. Statement from the Editor Regarding Counting Your Customers One by One: A Hierarchical Bayes Extension to the Pareto/NBD Model |
| 555 | -- | 565 | Andrés Musalem, Yogesh V. Joshi. Research Note - How Much Should You Invest in Each Customer Relationship? A Competitive Strategic Approach |
| 566 | -- | 572 | Sam K. Hui, Peter S. Fader, Eric T. Bradlow. Research Note - The Traveling Salesman Goes Shopping: The Systematic Deviations of Grocery Paths from TSP Optimality |
| 580 | -- | 588 | Anne T. Coughlan, Greg Shaffer. Research Note - Price-Matching Guarantees, Retail Competition, and Product-Line Assortment |
| 589 | -- | 598 | Boris Maciejovsky, David V. Budescu, Dan Ariely. Research Note - The Researcher as a Consumer of Scientific Publications: How Do Name-Ordering Conventions Affect Inferences About Contribution Credits? |
| 599 | -- | 608 | Rachel R. Chen, Eitan Gerstner, Yinghui (Catherine) Yang. Research Note - Should Captive Sardines Be Compensated? Serving Customers in a Confined Zone |
| 615 | -- | 0 | Peter S. Fader, Russell S. Winer. Call for Papers - Special Issue of ::::Marketing Science:::: on User-Generated Content (UGC): Deadline: January 15, 2010 |