Dynamically Allocating the Marketing Budget. How to Leverage Profits across Markets, Products and Marketing Activities
By: Marc Fischer, Sönke Albers, Nils Wagner and Monika Frie
References
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- Hanssens, Dominique M., Leonard J. Parsons, and Randall L. Schultz (2001), Market Response Models: Econometric and Time Series Analysis. 2nd ed., Boston et al.: Kluwer Academic Publisher.
- Tull, Donald S., Van R. Wood, Dale Duhan, Tom Gillpatick, Kim R. Robertson, and James G. Helgeson (1986), “‘Leveraged’ Decision Making in Advertising: The Flat Maximum Principle and Its Implications”, Journal of Marketing Research, 23 (1), 25-32.
DOI: https://doi.org/10.2478/gfkmir-2014-0041 | Journal eISSN: 2628-166X (formerly 1865-5866)
Language: English
Page range: 50 - 59
Published on: Jul 19, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
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© 2014 Marc Fischer, Sönke Albers, Nils Wagner, Monika Frie, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.