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Multiproduct Advertising Budgeting

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References

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1992Impact of Resource Allocation Rules on Marketing Investment-Level Decisions and Profitability91 cited
2022Pricing and advertising decisions in a direct-sales closed-loop supply chain81 cited
2011Dynamic Marketing Budgeting for Platform Firms: Theory, Evidence, and Application77 cited
2000

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Ansätze zur Segmentierung von Kunden — Wie geeignet sind herkömmliche Konzepte?

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2007Uphill or Downhill? Locating the Firm on a Profit Function66 cited

2008Decomposing the sales promotion bump accounting for cross-category effects56 cited

2005Measuring advertisement effectiveness—a neural network approach50 cited

1998Neural networks for the analysis and forecasting of advertising and promotion impact48 cited

2019A Unified Framework for Marketing Budget Allocation46 cited

2011Understanding consumer-created media synergy44 cited

2005A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions44 cited

2011The Effect of Marketing Communications on the Sales Performance of Ghana Telecom (Vodafone, Ghana)42 cited

1993Chapter 9 Econometric and time-series market response models42 cited