Heerde, H.J. van; Helsen, K.; Dekimpe, M.G. - Erasmus Research Institute of Management (ERIM), ERIM … - 2005
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Dekimpe is Professor of Marketing, Catholic University of Leuven, Belgium & Professor of Marketing
Management, Erasmus … thereof) apply.
Key words: Brand Management, Error-Correction Models, Time-Varying Parameters, Time-Series
Models, Missing … management recall its two key brands for multiple weeks. Using weekly
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advertising and store scanning data for a pre …