Dynamically Allocating the Marketing Budget. How to Leverage Profits across Markets, Products and Marketing Activities Cover

.blurhash-client-img { display: none !important; }

Dynamically Allocating the Marketing Budget. How to Leverage Profits across Markets, Products and Marketing Activities

NIM Marketing Intelligence Review

Volume 4 (2012): Issue 1 (May 2012)

By: Marc Fischer, Sönke Albers, Nils Wagner and Monika Frie

Open Access

|Jul 2014

References

Albers, Sönke, Murali K. Mantrala, and Srihari Sridhar (2010), “Personal Selling Elasticities: A Meta-Analysis”, Journal of Marketing Research, 47 (5), 840-853.10.1509/jmkr.47.5.840
Search in Google Scholar
Fischer, Marc, Peter S. H. Leeflang, and Peter C. Verhoef (2010), “Drivers of Peak Sales for Pharmaceutical Brands”, Quantitative Marketing and Economics, 8 (4), 429-460.10.1007/s11129-010-9089-5
Search in Google Scholar
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.
Search in Google Scholar
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.
Search in Google Scholar

DOI: https://doi.org/10.2478/gfkmir-2014-0041 | Journal eISSN: 2628-166X

Journal RSS Feed

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

Keywords:

Marketing Budget,

Related subjects:

Business and economics,

Political economics,

Public finance and fiscal theory,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business management, other

© 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.

Previous article Volume 4 (2012): Issue 1 (May 2012)Next article