| Manage marketing by the customer equity test. RC Blattberg, J Deighton Harvard business review 74 (4), 136-144, 1996 | 1975 | 1996 |
| Managing what consumers learn from experience SJ Hoch, J Deighton Journal of marketing 53 (2), 1-20, 1989 | 1633 | 1989 |
| Interactive marketing: Exploiting the age of addressability RC Blattberg, J Deighton Sloan management review 33 (1), 5-15, 1991 | 1152 | 1991 |
| The future of interactive marketing. J Deighton, M Sorrell Harvard business review 74 (6), 151-160, 1996 | 758 | 1996 |
| Using drama to persuade J Deighton, D Romer, J McQueen Journal of Consumer research 16 (3), 335-343, 1989 | 717 | 1989 |
| The consumption of performance J Deighton Journal of consumer research 19 (3), 362-372, 1992 | 659 | 1992 |
| Adding bricks to clicks: Predicting the patterns of cross-channel elasticities over time J Avery, TJ Steenburgh, J Deighton, M Caravella Journal of Marketing 76 (3), 96-111, 2012 | 644 | 2012 |
| Interactivity's unanticipated consequences for marketers and marketing J Deighton, L Kornfeld Journal of Interactive marketing 23 (1), 4-10, 2009 | 580 | 2009 |
| The effects of advertising on brand switching and repeat purchasing J Deighton, CM Henderson, SA Neslin Journal of marketing research 31 (1), 28-43, 1994 | 495 | 1994 |
| The interaction of advertising and evidence J Deighton Journal of Consumer Research 11 (3), 763-770, 1984 | 441 | 1984 |
| Marketing and seduction: Building exchange relationships by managing social consensus J Deighton, K Grayson Journal of consumer research 21 (4), 660-676, 1995 | 424 | 1995 |
| Negotiated belief structures and decision performance: An empirical investigation JP Walsh, CM Henderson, J Deighton Organizational behavior and human decision processes 42 (2), 194-216, 1988 | 414 | 1988 |
| Seven barriers to customer equity management D Bell, J Deighton, WJ Reinartz, RT Rust, G Swartz Journal of service Research 5 (1), 77-85, 2002 | 294 | 2002 |
| Commentary on" Exploring the Implications of the Internet for Consumer Marketing" J Deighton Journal of the Academy of Marketing Science 25 (4), 347-351, 1997 | 235 | 1997 |
| Forward-looking focus: can firms have adaptive foresight? VA Zeithaml, RN Bolton, J Deighton, TL Keiningham, KN Lemon, ... Journal of Service Research 9 (2), 168-183, 2006 | 227 | 2006 |
| The interrelationships between brand and channel choice SA Neslin, K Jerath, A Bodapati, ET Bradlow, J Deighton, S Gensler, ... Marketing Letters 25, 319-330, 2014 | 168 | 2014 |
| Banner advertising: Measuring effectiveness and optimizing placement L Sherman, J Deighton Journal of Interactive Marketing 15 (2), 60-64, 2001 | 163 | 2001 |
| Invited commentaries on “evolving to a new dominant logic for marketing” RN Bolton Journal of Marketing 68 (1), 18-27, 2004 | 157 | 2004 |
| Invited commentaries on" evolving to a new dominant logic for marketing" GS Day, J Deighton, D Narayandas, E Gummesson, SD Hunt, ... Journal of Marketing 68 (1), 18-27, 2004 | 124 | 2004 |
| Rhetorical strategies in advertising J Deighton ACR North American Advances, 1985 | 95 | 1985 |
