刘宏举 - 北京大学 - 光华管理学院

个人简介

教育背景 2007 芝加哥大学市场营销博士 1998 威斯康星大学数学硕士 1996 北京大学数学学士职业经历刘宏举教授曾任职于甲骨文公司硅谷总部，担任主任工程师。加入光华之前曾任康涅狄格大学商学院市场营销学副教授（终身教职），艾克曼学者。

研究领域

量化营销模型数字营销和大数据分析医药市场与营销

近期论文

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Chu, Yanlai, Junhong Chu and Hongju Liu (2021), “The Impact of Mergers and Acquisitions on Brand Equity: A Structural Analysis,” International Journal of Research in Marketing, 38(3):615-638. Liu, Qiang, Hongju Liu and Manohar Kalwani (2020), “See Your Doctor: The Impact of Direct-to-Consumer Advertising on Patients with Different Affliction Levels,” Marketing Letters, 31(1):37-48. Ransbotham, Sam, Nicholas H. Lurie and Hongju Liu (2019), “Creation and Consumption of Mobile Word of Mouth: How Are Mobile Reviews Different?” Marketing Science, 38(5):773-792. Li, Bin, Xinxin Li and Hongju Liu (2018), “Consumer Preference, Cannibalization and Competition: Evidence from the Personal Computer Industry,” MIS Quarterly, 42(2), 661-678. Lurie, Nicholas H., Jonah Berger, Zoey Chen, Beibei Li, Hongju Liu, Charlotte H. Mason, David M. Muir, Grant Packard, Joseph Pancras, Ann E. Schlosser, Baohong Sun and Rajkumar Venkatesan (2018), “Everywhere and at All Times: Mobility, Consumer Decision Making, and Choice,” Customer Needs and Solutions, 5(1):15-27. Liu, Hongju, Qiang Liu and Pradeep K. Chintagunta (2017), “Promotion Spillovers: Drug Detailing in Combination Therapy,” Marketing Science, 36(3):382-401. Liu, Qiang, Sachin Gupta, Sriram Venkataraman and Hongju Liu (2016), “An Empirical Model of Drug Detailing: Dynamic Competition and Policy Implications,” Management Science, 62(8):2321-2340. Zhu, Ting, Hongju Liu and Pradeep K. Chintagunta (2015), “Wireless Carriers’ Exclusive Handset Arrangements: An Empirical Look at the iPhone,” Customer Needs and Solutions, 2(2):177-190. Liu, Hongju, Joseph Pancras and Malcolm Houtz (2015), “Managing Customer Acquisition Risk Using Co-operative Databases,” Journal of Interactive Marketing, 29(February):39-56. Li, Xinxin, Bin Gu and Hongju Liu (2013), “Price Dispersion and Loss Leader Pricing: Evidence from the Online Book Industry,” Management Science, 59(6):1290-1308. Liu, Alfred Z., Hongju Liu and Sean X. Xu (2013), “How Do Competitive Environments Moderate CRM Value?” Decision Support Systems, 56(December):462-473. Liu, Hongju, Pradeep K. Chintagunta and Ting Zhu (2010), “Complementarities and the Demand for Home Broadband Internet Services,” Marketing Science, 29(4):701-720. Liu, Hongju (2010), “Dynamics of Pricing in the Video Game Console Market: Skimming or Penetration?” Journal of Marketing Research, 47(3):428-443.