Sethuraman, Raj and Gerard J. Tellis (2002), “Does manufacturer advertising suppress or stimulate retail price promotions? Analytical model and empirical analysis" Journal of Retailing,, 78, 4, 253-263.

Tellis, Gerard J. and Fred Zufryden (1995), "Cracking the Retailer’s Decision Problem: Which Brand to Discount, How Much, When and Why?" Marketing Science, 14, 3, 271-299. Nominated for Marketing Science best paper of 1995.

Tellis, Gerard J. (1988), "The Price Sensitivity of Competitive Demand: A Meta-Analysis of Sales Response Models," Journal of Marketing Research, 15, 3 (November), 331-341. Lead article in issue.

Tellis, Gerard J. (1988), "The Price Sensitivity of Selective Demand: A Meta-Analysis of Econometric Models of Sales," No. 88-105.

Tellis, Gerard J. (1988), "Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice," Journal of Marketing Research, 15, 2 (May), 134-144. - Discussed in the Wall Street Journal, February 15, 1989, p. B6 and March 1, 1989, p. B6 and in numerous newspapers and journals nationally and abroad.