Reply: “Revisiting Scalable Target Marketing…”

Editor's Note After a critique of Bumbaca, Misra and Rossi (2020) was conditionally accepted by the journal, the editor invited the authors to provide a brief response. An Associate Editor and two reviewers evaluated the response. By publishing both the critique and response, we hope to underscore JMR 's commitment to ensuring the accuracy of the work we publish and maintaining transparency when corrections are necessary.