Table 3 describes the impact that marketing science has had on different marketing decisions, and Table 4 and Table 5 show the influence of different tools and articles, respectively. We also solicited the more detailed transition matrices of individual articles' impact on individual tools and decisions, and individual tools on individual decisions, from a sub-sample of our respondents. We include and discuss these transition matrices in the marketing science value chain in Web Appendix 2.1. Additionally, many respondents provided open ended comments (included as Web Appendix 2.2). Perhaps the most interesting aspect of those is the variety of “mental maps” with which managers, intermediaries and academics think about marketing science applications.