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marketing competition word of mouth marketing online marketing social networks social media market analysis competitive analysis pricing stackelberg leader-follower targeting collusive pricing reduced-form models google adwords search engine advertising sem pricing innovation payment sequence preferences energy dvance payment systems online advertising search engine marketing sales response function seeding strategy viral marketing social media marketing securitisation customer equity sales reaction function structural models customer lifetime value financial crisis securitization customer equity sustainability ratio accounting bertrand-nash-equilibrium customer business marketing finance interface market mapping price comparison websites clickstream data market structure positioning segmentation conjoint analysis choice-based conjoint analysis dual response marketing research preference measurement willingness-to-pay discrete choice analysis seperated adaptive dual response social contagion facebook academic performance referral reward program customer relationship management referral marketing banking event study leverage effect leverage ratio business events operating business shareholder value abnormal returns cumulative abnormal returns stock market adaptive dual response