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"Leveraged" Decision Making in Advertising: The Flat Maximum Principle and Its Implications
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  • 2001Sales-Force Decision Models: Insights from 25 Years of Implementation65 cited
  • 1994Marketing investment decisions in a dynamic duopoly: A model and empirical analysis43 cited
  • 2001Sales-Force Decision Models: Insights from 25 Years of Implementation41 cited
  • 2001Estimating Differential Lag Effects for Multiple Media across Multiple Stores39 cited
  • 1998Regeln für die Allokation eines Marketing-Budgets auf Produkte oder Marktsegmente29 cited
  • 2006Recall Effect of Short Message Service as a Complementary Marketing Communications Instrument28 cited
  • 2000Impact of types of functional relationships, decisions, and solutions on the applicability of marketing models26 cited
  • 2015Brand Performance Volatility from Marketing Spending24 cited
  • 2017Marketing Budget Allocation Across Countries: The Role of International Business Cycles24 cited
  • 2015Cooperative advertising in a capacitated manufacturer–retailer supply chain: a game‐theoretic approach20 cited
  • 1992On Comparing Alternative Advertising Policies of Pulsation*19 cited
  • 2018Synergistic, Antagonistic, and Asymmetric Media Interactions15 cited
  • 1995An empirical investigation of the advertising spending decisions of a multiproduct retailer15 cited
  • 2016

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Stochastic cooperative advertising in a manufacturer–retailer decentralized supply channel
15 cited
  • 1995Die Wirkung absatzpolitischer Instrumente12 cited
  • 2006Marketingbudgetierung11 cited