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The effect of sales promotions intensity on volume and variability in category sales of large retailers

Zeybek, Ömer; Ülengin, Burç - In: Journal of marketing analytics : JMA 10 (2022) 1, pp. 19-29

Persistent link: https://www.econbiz.de/10013163666

Functional flexibility, latent heterogeneity and endogeneity in aggregate market response models

Hruschka, Harald - In: Marketing : ZFP ; journal of research and management 39 (2017) 3, pp. 17-31

Persistent link: https://www.econbiz.de/10011780890

An analysis of brand interdependencies using Artificial Neural Networks

Ivanova, Marusya - In: Analele Stiintifice ale Universitatii "Alexandru Ioan … 55 (2008) November, pp. 183-189

The purpose of this article is to present the abilities of Artificial Neural Networks in analyzing the existing structure of brand interdependencies compared to DE-MCI model. To achieve this pur-pose a comparative study is done based on POS data used by Cooper and Nakanishi in their monograph....

Persistent link: https://www.econbiz.de/10005745710

Multistage multiproduct advertising budgeting

Beltran-Royo, C.; Zhang, H.; Blanco, L.A.; Almagro, J. - In: European Journal of Operational Research 225 (2013) 1, pp. 179-188

We propose and analyze an effective model for the Multistage Multiproduct Advertising Budgeting problem. This model optimizes the advertising investment for several products, by considering cross elasticities, different sales drivers and the whole planning horizon. We derive a simple procedure...

Persistent link: https://www.econbiz.de/10010595001

Market Response and Marketing Mix Models: Trends and Research Opportunities

Bowman, Douglas; Gatignon, Hubert - In: Foundations and Trends(R) in Marketing 4 (2010) 3, pp. 129-207

Market response models help managers understand how customers collectively respond to marketing activities, and how … competitors interact. When appropriately estimated, market response models can be a basis for improved marketing decision …-making. Market response models can be broadly classi.ed as: (a) those directly linking marketing stimuli or more generally relevant …

Persistent link: https://www.econbiz.de/10010883410

Decomposing the Sales Promotion Bump with Store Data

Heerde, Harald J. van; Leeflang, Peter S. H.; Wittink, … - In: Marketing Science 23 (2004) 3, pp. 317-334

Sales promotions generate substantial short-term sales increases. To determine whether the sales promotion bump is truly beneficial from a managerial perspective, we propose a system of store-level regression models that decomposes the sales promotion bump into three parts: cross-brand effects...

Persistent link: https://www.econbiz.de/10008787952

A Market Response Model for Coupon Promotions

Neslin, Scott A. - In: Marketing Science 9 (1990) 2, pp. 125-145

An econometric market response model for measuring the effect of coupon promotions upon market share is developed and estimated. In addition to the brand's own couponing efforts, the model takes into account retailer promotions for the brand as well as competitive couponing activity. The model...

Persistent link: https://www.econbiz.de/10008787707

Modeling Asymmetric Competition

Carpenter, Gregory S.; Cooper, Lee G.; Hanssens, … - In: Marketing Science 7 (1988) 4, pp. 393-412

The effects of the marketing actions of one brand can be distributed among its competitors' market shares in a complex manner. This paper presents and illustrates methods for modeling brand competition and brand strategies in markets where competitive effects can be differentially and...

Persistent link: https://www.econbiz.de/10008787995