There are many critical concerns (including the accounting for endogeneity) when one is
properly estimating response functions. However, it is sometimes (certainly not always) …

Most past research has focused on how aggregate advertising works in field settings.
However, the information most critical to managers is which ad works, in which medium or …

Firms routinely use press releases to announce the launch of their new products. An
examination of these press releases shows that in approximately 7% of cases, firms issue …

Despite the proliferation of diffusion models and a plethora of applications in many different
markets and domains, relatively little research has been conducted on prescription drug …

The advertising threshold effect, which implies that advertising has little effect on sales if the
level of advertising is below a certain level, has seldom been addressed in a modeling …

Increasing demand for marketing accountability requires an efficient allocation of marketing
expenditures. Managers who know the elasticity of their marketing instruments can allocate …

In den letzten Jahren hat sich unter dem Rubrum „Consumer Neuroscience “(auch:„
Neuromarketing “) eine Forschungsrichtung entwickelt, die neurowissenschaftliche …

In this paper, we empirically analyze weekly advertising policies of manufacturing firms in
consumer goods markets. We assume firms engage in persuasive advertising, thus policies …

It has been shown in the behavioral decision making, marketing research, and psychometric
literature that the structure underlying preferences can change during the administration of …

We consider a firm that markets, procures, and delivers a good with a single selling season
in a number of different markets. The price for the good is market-dependent, and each …