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Ekaterina (Kate) Karniouchina

Ekaterina (Kate) Karniouchina

Mills College

Dr. Kate Karniouchina is the Dean of Lorry I. Lokey School of Business and Public Policy. Kate holds a PhD in Marketing, an MBA, and a BA degree in Finance from the University of Utah. Her work has been widely published in academic and industry journals including the Journal of Marketing, Strategic Management Journal, International Journal of Research in Marketing, Journal of Product Innovation Management, Cornell Hospitality Quarterly, Marketing Letters, Journal of Service Management, and European Journal of Operational Research. She is a marketing research expert who carries out projects for a number of small business, corporate and government clients.

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(When) Can Social Media Buzz Data Replace Traditional Surveys for Sales Forecasting?

by Yuying Shi, Ekaterina (Kate) Karniouchina, Can Uslay

Producing reliable sales forecasts for new products is notoriously difficult. Traditional surveys have been popular for decades but they are relatively...

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The Case for Product Placement

by Ekaterina (Kate) Karniouchina, Can Uslay, Grigori Erenburg

The authors expand on the managerial implications of research that examines the economic value of product placements in movies over four decades. In an event...

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