The anatomy of the advertising budget decision : how analytics and heuristics drive sales performance
Ceren Kolsarici, Demetrios Vakratsas, and Prasad A. Naik
| Year of publication: |
2020
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|---|---|
| Authors: | Kolsarici, Ceren ; Vakratsas, Demetrios ; Naik, Prasad A. |
| Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 57.2020, 3, p. 468-488
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| Subject: | adaptive dual control | adaptive experimentation | advertising budget | bounded rationality | heuristics | Heuristik | Heuristics | Begrenzte Rationalität | Bounded rationality | Werbung | Advertising | Experiment | Werbewirtschaft | Advertising industry | Theorie | Theory | Betriebliche Budgetierung | Corporate budgeting |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022243720907578 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012214144