:facetid:toc:\"db/journals/mktsci/mktsci27.bht\"OK:facetid:toc:db/journals/mktsci/mktsci27.bhtWilfred AmaldossJames R. BettmanJohn W. PayneFindings - Biased but Efficient: An Investigation of Coordination Facilitated by Asymmetric Dominance.Mark. Sci.275903-9212008Journal Articlesclosedjournals/mktsci/AmaldossBP0810.1287/MKSC.1070.0352https://doi.org/10.1287/mksc.1070.0352https://dblp.org/rec/journals/mktsci/AmaldossBP08URL#5264141Wilfred AmaldossSanjay Jain 0004Research Note - Trading Up: A Strategic Analysis of Reference Group Effects.Mark. Sci.275932-9422008Journal Articlesclosedjournals/mktsci/AmaldossJ0810.1287/MKSC.1070.0350https://doi.org/10.1287/mksc.1070.0350https://dblp.org/rec/journals/mktsci/AmaldossJ08URL#5264142On AmirDan ArielyZiv CarmonThe Dissociation Between Monetary Assessment and Predicted Utility.Mark. Sci.2761055-10642008Journal Articlesclosedjournals/mktsci/AmirAC0810.1287/MKSC.1080.0364https://doi.org/10.1287/mksc.1080.0364https://dblp.org/rec/journals/mktsci/AmirAC08URL#5264143Erin AndersonThe Salesperson as Outside Agent or Employee: A Transaction Cost Analysis.Mark. Sci.27170-842008Journal Articlesclosedjournals/mktsci/Anderson0810.1287/MKSC.1070.0333https://doi.org/10.1287/mksc.1070.0333https://dblp.org/rec/journals/mktsci/Anderson08URL#5264144Eric T. AndersonDuncan SimesterResearch Note - Does Demand Fall When Customers Perceive That Prices Are Unfair? The Case of Premium Pricing for Large Sizes.Mark. Sci.273492-5002008Journal Articlesclosedjournals/mktsci/AndersonS0810.1287/MKSC.1070.0323https://doi.org/10.1287/mksc.1070.0323https://dblp.org/rec/journals/mktsci/AndersonS08URL#5264145Anocha AribargNeeraj AroraResearch Note - Interbrand Variant Overlap: Impact on Brand Preference and Portfolio Profit.Mark. Sci.273474-4912008Journal Articlesclosedjournals/mktsci/AribargA0810.1287/MKSC.1060.0262https://doi.org/10.1287/mksc.1060.0262https://dblp.org/rec/journals/mktsci/AribargA08URL#5264146Mehmet Berk AtamanCarl F. MelaHarald J. van HeerdeBuilding Brands.Mark. Sci.2761036-10542008Journal Articlesclosedjournals/mktsci/AtamanMH0810.1287/MKSC.1080.0358https://doi.org/10.1287/mksc.1080.0358https://dblp.org/rec/journals/mktsci/AtamanMH08URL#5264147Marco Bertini 0003Luc WathieuResearch Note - Attention Arousal Through Price Partitioning.Mark. Sci.272236-2462008Journal Articlesclosedjournals/mktsci/BertiniW0810.1287/MKSC.1070.0295https://doi.org/10.1287/mksc.1070.0295https://dblp.org/rec/journals/mktsci/BertiniW08URL#5264148William BouldingMarkus ChristenDisentangling Pioneering Cost Advantages and Disadvantages.Mark. Sci.274699-7162008Journal Articlesclosedjournals/mktsci/BouldingC0810.1287/MKSC.1070.0324https://doi.org/10.1287/mksc.1070.0324https://dblp.org/rec/journals/mktsci/BouldingC08URL#5264149Eric T. BradlowEditorial - Enticing and Publishing the Home Run Paper.Mark. Sci.2714-62008Journal Articlesunavailablejournals/mktsci/Bradlow08https://dblp.org/rec/journals/mktsci/Bradlow08URL#5264150Eric T. BradlowEditorial - The Scientific Process at Its Best.Mark. Sci.2733232008Journal Articlesclosedjournals/mktsci/Bradlow08a10.1287/MKSC.1080.0387https://doi.org/10.1287/mksc.1080.0387https://dblp.org/rec/journals/mktsci/Bradlow08aURL#5264151Eric T. BradlowEditorial - Maximizing Impact via Database Submissions.Mark. Sci.2745412008Journal Articlesclosedjournals/mktsci/Bradlow08b10.1287/MKSC.1080.0453https://doi.org/10.1287/mksc.1080.0453https://dblp.org/rec/journals/mktsci/Bradlow08bURL#5264152Bart J. BronnenbergMichael W. KrugerCarl F. MelaDatabase Paper - The IRI Marketing Data Set.Mark. Sci.274745-7482008Journal Articlesclosedjournals/mktsci/BronnenbergKM0810.1287/MKSC.1080.0450https://doi.org/10.1287/mksc.1080.0450https://dblp.org/rec/journals/mktsci/BronnenbergKM08URL#5264153Norris I. BrucePooling and Dynamic Forgetting Effects in Multitheme Advertising: Tracking the Advertising Sales Relationship with Particle Filters.Mark. Sci.274659-6732008Journal Articlesclosedjournals/mktsci/Bruce0810.1287/MKSC.1070.0317https://doi.org/10.1287/mksc.1070.0317https://dblp.org/rec/journals/mktsci/Bruce08URL#5264154Hernán A. BrunoNaufel J. VilcassimResearch Note - Structural Demand Estimation with Varying Product Availability.Mark. Sci.2761126-11312008Journal Articlesclosedjournals/mktsci/BrunoV0810.1287/MKSC.1080.0366https://doi.org/10.1287/mksc.1080.0366https://dblp.org/rec/journals/mktsci/BrunoV08URL#5264155Arnaud De BruynJohn C. LiechtyEelko K. R. E. HuizinghGary L. LilienOffering Online Recommendations with Minimum Customer Input Through Conjoint-Based Decision Aids.Mark. Sci.273443-4602008Journal Articlesclosedjournals/mktsci/BruynLHL0810.1287/MKSC.1070.0306https://doi.org/10.1287/mksc.1070.0306https://dblp.org/rec/journals/mktsci/BruynLHL08URL#5264156Gérard P. CachonChristian TerwieschYi XuOn the Effects of Consumer Search and Firm Entry in a Multiproduct Competitive Market.Mark. Sci.273461-4732008Journal Articlesclosedjournals/mktsci/CachonTX0810.1287/MKSC.1070.0304https://doi.org/10.1287/mksc.1070.0304https://dblp.org/rec/journals/mktsci/CachonTX08URL#5264157Deepa ChandrasekaranGerard J. TellisGlobal Takeoff of New Products: Culture, Wealth, or Vanishing Differences?Mark. Sci.275844-8602008Journal Articlesclosedjournals/mktsci/ChandrasekaranT0810.1287/MKSC.1070.0329https://doi.org/10.1287/mksc.1070.0329https://dblp.org/rec/journals/mktsci/ChandrasekaranT08URL#5264158Xinlei (Jack) ChenGeorge JohnOm NarasimhanAssessing the Consequences of a Channel Switch.Mark. Sci.273398-4162008Journal Articlesclosedjournals/mktsci/ChenJN0810.1287/MKSC.1070.0311https://doi.org/10.1287/mksc.1070.0311https://dblp.org/rec/journals/mktsci/ChenJN08URL#5264159Hung-Ken ChienC. Y. Cyrus ChuSale or Lease? Durable-Goods Monopoly with Network Effects.Mark. Sci.2761012-10192008Journal Articlesclosedjournals/mktsci/ChienC0810.1287/MKSC.1070.0356https://doi.org/10.1287/mksc.1070.0356https://dblp.org/rec/journals/mktsci/ChienC08URL#5264160Junhong ChuPradeep ChintaguntaJavier CebolladaResearch Note - A Comparison of Within-Household Price Sensitivity Across Online and Offline Channels.Mark. Sci.272283-2992008Journal Articlesclosedjournals/mktsci/ChuCC0810.1287/MKSC.1070.0288https://doi.org/10.1287/mksc.1070.0288https://dblp.org/rec/journals/mktsci/ChuCC08URL#5264161Tony Haitao CuiJagmohan S. RajuZ. John ZhangA Price Discrimination Model of Trade Promotions.Mark. Sci.275779-7952008Journal Articlesclosedjournals/mktsci/CuiRZ0810.1287/MKSC.1070.0314https://doi.org/10.1287/mksc.1070.0314https://dblp.org/rec/journals/mktsci/CuiRZ08URL#5264162Jean-Pierre DubéSachin GuptaCross-Brand Pass-Through in Supermarket Pricing.Mark. Sci.273324-3332008Journal Articlesclosedjournals/mktsci/DubeG0810.1287/MKSC.1080.0373https://doi.org/10.1287/mksc.1080.0373https://dblp.org/rec/journals/mktsci/DubeG08URL#5264163Jean-Pierre DubéGünter J. HitschPeter E. RossiMaria Ana VitorinoCategory Pricing with State-Dependent Utility.Mark. Sci.273417-4292008Journal Articlesclosedjournals/mktsci/DubeHRV0810.1287/MKSC.1070.0305https://doi.org/10.1287/mksc.1070.0305https://dblp.org/rec/journals/mktsci/DubeHRV08URL#5264164Paul B. EllicksonSanjog MisraSupermarket Pricing Strategies.Mark. Sci.275811-8282008Journal Articlesclosedjournals/mktsci/EllicksonM0810.1287/MKSC.1080.0398https://doi.org/10.1287/mksc.1080.0398https://dblp.org/rec/journals/mktsci/EllicksonM08URL#5264165Tülin ErdemMichael P. KeaneBaohong SunA Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality.Mark. Sci.2761111-11252008Journal Articlesclosedjournals/mktsci/ErdemKS0810.1287/MKSC.1080.0362https://doi.org/10.1287/mksc.1080.0362https://dblp.org/rec/journals/mktsci/ErdemKS08URL#5264166Scott A. FayJinhong XieProbabilistic Goods: A Creative Way of Selling Products and Services.Mark. Sci.274674-6902008Journal Articlesclosedjournals/mktsci/FayX0810.1287/MKSC.1070.0318https://doi.org/10.1287/mksc.1070.0318https://dblp.org/rec/journals/mktsci/FayX08URL#5264167Juan FengResearch Note - Optimal Mechanism for Selling a Set of Commonly Ranked Objects.Mark. Sci.273501-5122008Journal Articlesclosedjournals/mktsci/Feng0810.1287/MKSC.1070.0290https://doi.org/10.1287/mksc.1070.0290https://dblp.org/rec/journals/mktsci/Feng08URL#5264168Marshall L. FreimerDan HorskyTry It, You Will Like It - Does Consumer Learning Lead to Competitive Price Promotions?Mark. Sci.275796-8102008Journal Articlesclosedjournals/mktsci/FreimerH0810.1287/MKSC.1080.0368https://doi.org/10.1287/mksc.1080.0368https://dblp.org/rec/journals/mktsci/FreimerH08URL#5264169Esther Gal-OrTansev GeylaniAnthony J. DukesInformation Sharing in a Channel with Partially Informed Retailers.Mark. Sci.274642-6582008Journal Articlesclosedjournals/mktsci/Gal-OrGD0810.1287/MKSC.1070.0316https://doi.org/10.1287/mksc.1070.0316https://dblp.org/rec/journals/mktsci/Gal-OrGD08URL#5264170Tansev GeylaniJ. Jeffrey InmanFrenkel ter HofstedeImage Reinforcement or Impairment: The Effects of Co-Branding on Attribute Uncertainty.Mark. Sci.274730-7442008Journal Articlesclosedjournals/mktsci/GeylaniIH0810.1287/MKSC.1070.0326https://doi.org/10.1287/mksc.1070.0326https://dblp.org/rec/journals/mktsci/GeylaniIH08URL#5264171Timothy J. GilbridePeter J. LenkJeff D. BrazellMarket Share Constraints and the Loss Function in Choice-Based Conjoint Analysis.Mark. Sci.276995-10112008Journal Articlesclosedjournals/mktsci/GilbrideLB0810.1287/MKSC.1080.0369https://doi.org/10.1287/mksc.1080.0369https://dblp.org/rec/journals/mktsci/GilbrideLB08URL#5264172Rajdeep GrewalMurali ChandrashekaranF. Robert DwyerNavigating Local Environments with Global Strategies: A Contingency Model of Multinational Subsidiary Performance.Mark. Sci.275886-9022008Journal Articlesclosedjournals/mktsci/GrewalCD0810.1287/MKSC.1070.0353https://doi.org/10.1287/mksc.1070.0353https://dblp.org/rec/journals/mktsci/GrewalCD08URL#5264173Peter M. GuadagniJohn D. C. LittleCommentary - A Logit Model of Brand Choice Calibrated on Scanner Data: A 25th Anniversary Perspective.Mark. Sci.27126-282008Journal Articlesclosedjournals/mktsci/GuadagniL0810.1287/MKSC.1070.0345https://doi.org/10.1287/mksc.1070.0345https://dblp.org/rec/journals/mktsci/GuadagniL08URL#5264174Peter M. GuadagniJohn D. C. LittleA Logit Model of Brand Choice Calibrated on Scanner Data.Mark. Sci.27129-482008Journal Articlesclosedjournals/mktsci/GuadagniL08a10.1287/MKSC.1070.0331https://doi.org/10.1287/mksc.1070.0331https://dblp.org/rec/journals/mktsci/GuadagniL08aURL#5264175Sudheer GuptaResearch Note - Channel Structure with Knowledge Spillovers.Mark. Sci.272247-2612008Journal Articlesclosedjournals/mktsci/Gupta0810.1287/MKSC.1070.0285https://doi.org/10.1287/mksc.1070.0285https://dblp.org/rec/journals/mktsci/Gupta08URL#5264176John R. HauserSteven M. ShuganCommentary - Defensive Marketing Strategies.Mark. Sci.27185-872008Journal Articlesclosedjournals/mktsci/HauserS0810.1287/MKSC.1070.0341https://doi.org/10.1287/mksc.1070.0341https://dblp.org/rec/journals/mktsci/HauserS08URL#5264177John R. HauserSteven M. ShuganDefensive Marketing Strategies.Mark. Sci.27188-1102008Journal Articlesclosedjournals/mktsci/HauserS08a10.1287/MKSC.1070.0334https://doi.org/10.1287/mksc.1070.0334https://dblp.org/rec/journals/mktsci/HauserS08aURL#5264178Chuan HeJohan MarklundThomas VossenResearch Note - Vertical Information Sharing in a Volatile Market.Mark. Sci.273513-5302008Journal Articlesclosedjournals/mktsci/HeMV0810.1287/MKSC.1070.0312https://doi.org/10.1287/mksc.1070.0312https://dblp.org/rec/journals/mktsci/HeMV08URL#5264179Sam K. HuiJehoshua EliashbergEdward I. GeorgeModeling DVD Preorder and Sales: An Optimal Stopping Approach.Mark. Sci.2761097-11102008Journal Articlesclosedjournals/mktsci/HuiEG0810.1287/MKSC.1080.0370https://doi.org/10.1287/mksc.1080.0370https://dblp.org/rec/journals/mktsci/HuiEG08URL#5264180Sanjay Jain 0004Digital Piracy: A Competitive Analysis.Mark. Sci.274610-6262008Journal Articlesclosedjournals/mktsci/Jain0810.1287/MKSC.1070.0313https://doi.org/10.1287/mksc.1070.0313https://dblp.org/rec/journals/mktsci/Jain08URL#5264181Sandy D. JapPrasad A. NaikBidAnalyzer: A Method for Estimation and Selection of Dynamic Bidding Models.Mark. Sci.276949-9602008Journal Articlesclosedjournals/mktsci/JapN0810.1287/MKSC.1080.0363https://doi.org/10.1287/mksc.1080.0363https://dblp.org/rec/journals/mktsci/JapN08URL#5264182Abel P. JeulandSteven M. ShuganCommentary - Managing Channel Profits.Mark. Sci.27149-512008Journal Articlesclosedjournals/mktsci/JeulandS0810.1287/MKSC.1070.0342https://doi.org/10.1287/mksc.1070.0342https://dblp.org/rec/journals/mktsci/JeulandS08URL#5264183Abel P. JeulandSteven M. ShuganManaging Channel Profits.Mark. Sci.27152-692008Journal Articlesclosedjournals/mktsci/JeulandS08a10.1287/MKSC.1070.0332https://doi.org/10.1287/mksc.1070.0332https://dblp.org/rec/journals/mktsci/JeulandS08aURL#5264184Ajay KalraShibo LiSignaling Quality Through Specialization.Mark. Sci.272168-1842008Journal Articlesclosedjournals/mktsci/KalraL0810.1287/MKSC.1070.0300https://doi.org/10.1287/mksc.1070.0300https://dblp.org/rec/journals/mktsci/KalraL08URL#5264185Zsolt KatonaMiklos SarvaryNetwork Formation and the Structure of the Commercial World Wide Web.Mark. Sci.275764-7782008Journal Articlesclosedjournals/mktsci/KatonaS0810.1287/MKSC.1070.0349https://doi.org/10.1287/mksc.1070.0349https://dblp.org/rec/journals/mktsci/KatonaS08URL#5264186Timothy L. KeininghamLerzan AksoyBruce CooilTor Wallin AndreassenInvited Commentary - Net Promoter, Recommendations, and Business Performance: A Clarification on Morgan and Rego.Mark. Sci.273531-5322008Journal Articlesclosedjournals/mktsci/KeininghamACA0810.1287/MKSC.1070.0292https://doi.org/10.1287/mksc.1070.0292https://dblp.org/rec/journals/mktsci/KeininghamACA08URL#5264187Aradhna KrishnaM. Utku ÜnverResearch Note - Improving the Efficiency of Course Bidding at Business Schools: Field and Laboratory Studies.Mark. Sci.272262-2822008Journal Articlesclosedjournals/mktsci/KrishnaU0810.1287/MKSC.1070.0297https://doi.org/10.1287/mksc.1070.0297https://dblp.org/rec/journals/mktsci/KrishnaU08URL#5264188V. KumarRajkumar VenkatesanTim BohlingDenise BeckmannPractice Prize Report - The Power of CLV: Managing Customer Lifetime Value at IBM.Mark. Sci.274585-5992008Journal Articlesclosedjournals/mktsci/KumarVBB0810.1287/MKSC.1070.0319https://doi.org/10.1287/mksc.1070.0319https://dblp.org/rec/journals/mktsci/KumarVBB08URL#5264189Ralf van der LansRik PietersMichel WedelResearch Note - Competitive Brand Salience.Mark. Sci.275922-9312008Journal Articlesclosedjournals/mktsci/LansPW0810.1287/MKSC.1070.0327https://doi.org/10.1287/mksc.1070.0327https://dblp.org/rec/journals/mktsci/LansPW08URL#5264190Puneet ManchandaYing XieNara YounThe Role of Targeted Communication and Contagion in Product Adoption.Mark. Sci.276961-9762008Journal Articlesclosedjournals/mktsci/ManchandaXY0810.1287/MKSC.1070.0354https://doi.org/10.1287/mksc.1070.0354https://dblp.org/rec/journals/mktsci/ManchandaXY08URL#5264191Dmitri G. MarkovitchPeter N. GolderFindings - Using Stock Prices to Predict Market Events: Evidence on Sales Takeoff and Long-Term Firm Survival.Mark. Sci.274717-7292008Journal Articlesclosedjournals/mktsci/MarkovitchG0810.1287/MKSC.1070.0325https://doi.org/10.1287/mksc.1070.0325https://dblp.org/rec/journals/mktsci/MarkovitchG08URL#5264192James G. Maxham IIIRichard G. NetemeyerDonald R. LichtensteinThe Retail Value Chain: Linking Employee Perceptions to Employee Performance, Customer Evaluations, and Store Performance.Mark. Sci.272147-1672008Journal Articlesclosedjournals/mktsci/MaxhamNL0810.1287/MKSC.1070.0282https://doi.org/10.1287/mksc.1070.0282https://dblp.org/rec/journals/mktsci/MaxhamNL08URL#5264193Timothy W. McGuireRichard StaelinAn Industry Equilibrium Analysis of Downstream Vertical Integration.Mark. Sci.271115-1302008Journal Articlesclosedjournals/mktsci/McGuireS0810.1287/MKSC.1070.0335https://doi.org/10.1287/mksc.1070.0335https://dblp.org/rec/journals/mktsci/McGuireS08URL#5264194Nitin MehtaXinlei (Jack) ChenOm NarasimhanInforming, Transforming, and Persuading: Disentangling the Multiple Effects of Advertising on Brand Choice Decisions.Mark. Sci.273334-3552008Journal Articlesclosedjournals/mktsci/MehtaCN0810.1287/MKSC.1070.0310https://doi.org/10.1287/mksc.1070.0310https://dblp.org/rec/journals/mktsci/MehtaCN08URL#5264195Robert J. MeyerShenghui ZhaoJin K. HanBiases in Valuation vs. Usage of Innovative Product Features.Mark. Sci.2761083-10962008Journal Articlesclosedjournals/mktsci/MeyerZH0810.1287/MKSC.1080.0367https://doi.org/10.1287/mksc.1080.0367https://dblp.org/rec/journals/mktsci/MeyerZH08URL#5264196Vikas MittalLawrence FeickFeisal MurshedPublish and Prosper: The Financial Impact of Publishing by Marketing Faculty.Mark. Sci.273430-4422008Journal Articlesclosedjournals/mktsci/MittalFM0810.1287/MKSC.1080.0361https://doi.org/10.1287/mksc.1080.0361https://dblp.org/rec/journals/mktsci/MittalFM08URL#5264197Neil A. MorganLopo L. RegoRejoinder - Can Behavioral WOM Measures Provide Insight into the Net Promoter(c) Concept of Customer Loyalty?Mark. Sci.273533-5342008Journal Articlesclosedjournals/mktsci/MorganR0810.1287/MKSC.1080.0375https://doi.org/10.1287/mksc.1080.0375https://dblp.org/rec/journals/mktsci/MorganR08URL#5264198Martin NatterAndreas MildUdo WagnerAlfred TaudesPractice Prize Report - Planning New Tariffs at tele.ring: The Application and Impact of an Integrated Segmentation, Targeting, and Positioning Tool.Mark. Sci.274600-6092008Journal Articlesclosedjournals/mktsci/NatterMWT0810.1287/MKSC.1070.0307https://doi.org/10.1287/mksc.1070.0307https://dblp.org/rec/journals/mktsci/NatterMWT08URL#5264199Oded NetzerJames M. LattinV. SrinivasanA Hidden Markov Model of Customer Relationship Dynamics.Mark. Sci.272185-2042008Journal Articlesclosedjournals/mktsci/NetzerLS0810.1287/MKSC.1070.0294https://doi.org/10.1287/mksc.1070.0294https://dblp.org/rec/journals/mktsci/NetzerLS08URL#5264200Erjen van NieropDennis FokPhilip Hans FransesInteraction Between Shelf Layout and Marketing Effectiveness and Its Impact on Optimizing Shelf Arrangements.Mark. Sci.2761065-10822008Journal Articlesclosedjournals/mktsci/NieropFF0810.1287/MKSC.1080.0365https://doi.org/10.1287/mksc.1080.0365https://dblp.org/rec/journals/mktsci/NieropFF08URL#5264201Rakesh NirajVineet PadmanabhanP. B. SeetharamanResearch Note - A Cross-Category Model of Households' Incidence and Quantity Decisions.Mark. Sci.272225-2352008Journal Articlesclosedjournals/mktsci/NirajPS0810.1287/MKSC.1070.0299https://doi.org/10.1287/mksc.1070.0299https://dblp.org/rec/journals/mktsci/NirajPS08URL#5264202Joo Heon ParkDouglas L. MacLachlanEstimating Willingness to Pay with Exaggeration Bias-Corrected Contingent Valuation Method.Mark. Sci.274691-6982008Journal Articlesclosedjournals/mktsci/ParkM0810.1287/MKSC.1070.0321https://doi.org/10.1287/mksc.1070.0321https://dblp.org/rec/journals/mktsci/ParkM08URL#5264203Barry Alan PasternackCommentary - Optimal Pricing and Return Policies for Perishable Commodities.Mark. Sci.271131-1322008Journal Articlesclosedjournals/mktsci/Pasternack0810.1287/MKSC.1070.0347https://doi.org/10.1287/mksc.1070.0347https://dblp.org/rec/journals/mktsci/Pasternack08URL#5264204Barry Alan PasternackOptimal Pricing and Return Policies for Perishable Commodities.Mark. Sci.271133-1402008Journal Articlesclosedjournals/mktsci/Pasternack08a10.1287/MKSC.1070.0336https://doi.org/10.1287/mksc.1070.0336https://dblp.org/rec/journals/mktsci/Pasternack08aURL#5264205Amit PazgalDavid SobermanBehavior-Based Discrimination: Is It a Winning Play, and If So, When?Mark. 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