Ataman, Berk, Carl F. Mela and Harald J. Van Heerde (2009), "The Long-term Effect of Marketing Strategy on Brand Performance," forthcoming, Journal of Marketing Research.

Duan, Jason, and Carl F. Mela (2009), "The Role of Spatial Demand on Outlet Location and Pricing," Journal of Marketing Research, 46, 2 (April) 260-278 .

Yao, Song and Carl F. Mela (2009), “Sponsored Search Auctions: Research Opportunities in Marketing,”Foundations and Trends in Marketing.

Ataman, Berk, Carl F. Mela and Harald J. van Heerde (2008), “Building Brands,” Marketing Science, 27, 6 (November-December), 1036-1054
           •  2008 Emerald/EFMD Outstanding Doctoral Research Awards

Yao, Song and Carl F. Mela (2008), “Online Auction Demand,” Marketing Science, 27, 5 (September-October), 861-885.

Bronnenberg, Bart J., Mike Kruger, and Carl F. Mela (2008), “The IRI Academic Dataset,” Marketing Science, 27, 4 (July_August), 745-748.

Gupta, Sunil and Carl F. Mela (2008), “What is a Free Customer Worth?” Harvard Business Review, 86, 11 (November), 102-109.
• Feature Article.

Bronnenberg, Bart J., Jean Pierre Dube, Carl F. Mela et al. (2008), “Measuring Long Run Marketing Effects and their Implications for Long Run Marketing Decisions, ” forthcoming, Marketing Letters.

Ansari, Asim, Carl F. Mela, and Scott A. Neslin (2008), "Customer Channel Migration," Journal of Marketing Research, 45, 1 (February), 60-76..

Lodish, Leonard M., and Carl F. Mela (2007), "If Brands Are Built Over Years, Why are they Managed Over Quarters?," Harvard Business Review, 85, 7/8 (July-August), 104-112.

Du, Rex, Wagner Kamakura, and Carl F. Mela (2007), "Imputing Customers' Share of Category Requirements,” Journal of Marketing, 72, 2 (April), 94-113.
• 2005 Direct Marketing Foundation Conference Best Paper Award
• 2004 MSI Alden Clayton Best Dissertation Award

Ataman, Berk, Carl F. Mela and Harald J. van Heerde (2007), "Consumer Packaged Goods in France: National Brands, Regional Chains, and Local Branding," Journal of Marketing Research, 44, 1 (February), 14-20.
• Invited Paper

Bronnenberg, Bart J., Carl F. Mela, and William Boulding (2006), "The Periodicity of Pricing," Journal of Marketing Research, 43, 3, 477-493.

Kamakura, Wagner, Carl F. Mela, et al. (2005), "Choice Models and Customer Relationship Management, Marketing Letters, 16, 3/4, 279–291.

Moorman, Christine, Rex Du, and Carl F. Mela (2005), "The Effect of Standardized Information on Firm Survival and Market Strategies," Marketing Science, 24, 2 (Spring), 263-274.

Bronnenberg, Bart and Carl F. Mela (2004), "Market Roll-out and Retailer Adoption for New Brands," Marketing Science , 23, 4 (Fall), 500-518.
• John D.C. Little Best Paper Award

van Heerde, Harald J. Carl F. Mela and Puneet Manchanda (2004), "The Dynamic Effect of Innovation on Market Structure," Journal of Marketing Research, 41, 2 (May), 166-183 .
• Finalist, Paul Green Best Paper Award

Ansari, Asim, and Carl F. Mela (2003) "E-customization," Journal of Marketing Research, 40, 2 (May), 131-145.
• Paul Green Best Paper Award

Bucklin, Randolph E. et al. (2002), "Choice and the Internet: From Click Stream to Research Stream," Marketing Letters, 13, 3 (August), 245-258.

Mela, Carl, and Praveen K. Kopalle (2002), "The Impact of Collinearity on Regression Analysis: The Asymmetric Impact of Positive and Negative Correlations" with Praveen Kopalle, Applied Economics, 34, 6 (March), 667-677.
• Lead Article.

Kopalle, Praveen, Carl F. Mela, and Lawrence Marsh (1999), "The Dynamic Effect of Discounting on Sales: Empirical Analysis and Normative Pricing Implications," Marketing Science, 18, 3 (Summer), 317-332.

Alba, Joe, Carl F. Mela, Terry Shimp, and Joel Urbany (1999), "The Effect of Discount Frequency and Depth on Consumer Price Judgments," Journal of Consumer Research, 26, 2 (September), 96-114.
• Lead Article.

Jedidi, Kamel, Carl F. Mela, and Sunil Gupta (1999), "Managing Advertising and Promotion for Long-run Profitability," Marketing Science, 18, 1 (Winter).
• Lead Article.
• MSI Best Paper Award

Mela, Carl F., Kamel Jedidi, and Douglas Bowman (1998), "The Long Term Impact of Promotions on Consumer Stockpiling," Journal of Marketing Research, 35, 2 (May), 250-262.

Mela, Carl F., Sunil Gupta, and Kamel Jedidi (1998), "Assessing Long Term Promotional Influences on Market Structure," International Journal of Research in Marketing , 15, 2 (May), 89-107.
• Lead Article.
• Best Paper Award

Wilkie, William L., Carl F. Mela, and Gregory T. Gundlach (1998), "Does 'Bait and Switch' Really Benefit Consumers? Advancing the Discussion ...," Marketing Science, 17, 3 (Summer), 290-293.

Wilkie, William L., Carl F. Mela, and Gregory T. Gundlach (1998), "Does 'Bait and Switch' Really Benefit Consumers?" Marketing Science, 17, 3 (Summer), 273-282.

Mela, Carl F. (1998), "Future Issues in Preference and Choice Rule Identification," Journal of Fuzzy Sets and Systems, 78, 1, (February), 165-81.

Mela, Carl F., Sunil Gupta, and Donald R. Lehmann (1997), "The Long Term Impact of Promotion and Advertising on Consumer Brand Choice," Journal of Marketing Research, 34, 2 (May), 248-261.
• O'Dell Best Paper Award
• Paul Green Best Paper Award
• AMA Communications SIG Best Paper Award
• MSI Best Paper Award
• Finalist, Lehmann Best Dissertation Award

Meyer, Robert J., et. al. (1997), "Dynamic Influences on Individual Choice Behavior," Marketing Letters, 8, 3, 349-360.

Mela, Carl F., and Joel Urbany (1997), "Promotion Over Time: Exploring Expectations and Explanations," Advances in Consumer Research, 24, 529-535.

Mela, Carl F., and Joel Urbany (1996), "Special Session: Inferences About Pricing and Promotion," in Advances in Consumer Research, Kim P. Corfman and John G. Lynch, eds. Provo: Association for Consumer Research, 78-79.

Mela, Carl F., and Donald R. Lehmann (1995), "Using Fuzzy Set Theoretic Techniques to Identify Preference Rules From Interactions in the Linear Model: An Empirical Study," Journal of Fuzzy Sets and Systems, 71, 165-81.

Harlam, Bari A., Aradhna Krishna, Donald R. Lehmann, and Carl F. Mela (1995), "The Impact of Bundle Type, Price Framing, and Familiarity on Evaluation of the Bundle," Journal of Business Research, 33, 1 (May), 57-66.