Search Results - subject:"Marketing–OR interface"

Predicting and optimizing marketing performance in dynamic markets

Guhl, Daniel; Paetz, Friederike; Wagner, Udo; Wedel, Michel - In: OR Spectrum 46 (2024) 1, pp. 1-27

. Next, we summarize the history of the Marketing/OR interface. We highlight studies at the Marketing/OR interface from the …

Persistent link: https://www.econbiz.de/10015333137

Predicting and optimizing marketing performance in dynamic markets

Guhl, Daniel; Paetz, Friederike; Wagner, Udo; Wedel, Michel - In: OR spectrum : quantitative approaches in management 46 (2024) 1, pp. 1-27

Persistent link: https://www.econbiz.de/10014519134

Benefits of bilateral participation in cooperative advertising

Zhang, Jihua; Chen, Bintong; Xie, Jinxing - In: Journal of the Operational Research Society 72 (2021) 2, pp. 281-291

Persistent link: https://www.econbiz.de/10012500938

Assessing the profitability of cooperative advertising programs in competing channels

Karray, Salma; Martín Herrán, Guiomar; Zaccour, Georges - In: International journal of production economics 187 (2017), pp. 142-158

Persistent link: https://www.econbiz.de/10011705120

Cooperative advertising for competing manufacturers : the impact of long-term promotional effects

Karray, Salma; Martín Herrán, Guiomar; Sigué, Simon … - In: International journal of production economics 184 (2017), pp. 21-32

Persistent link: https://www.econbiz.de/10011642476

Channel coordination with quantity discounts and/or cooperative advertising

Karray, Salma; Surti, Chirag - In: International journal of production research 54 (2016) 17/18, pp. 5317-5335

Persistent link: https://www.econbiz.de/10011530210

Should companies jointly promote their complementary products when they compete in other product categories?

Karray, Salma; Sigué, Simon Pierre - In: European journal of operational research : EJOR 255 (2016) 2, pp. 620-630

Persistent link: https://www.econbiz.de/10011532214

A game-theoretic model for co-promotions: Choosing a complementary versus an independent product ally

Karray, Salma; Sigué, Simon Pierre - In: Omega 54 (2015) C, pp. 84-100

This paper studies the optimal choice of promotional partners in a three-firm market where two firms sell complementary products and a third firm sells an independent product. Game-theoretic models are developed to investigate the following scenarios: no promotional partnership, partnership...

Persistent link: https://www.econbiz.de/10011264267

A game-theoretic model for co-promotions : choosing a complementary versus an independent product ally

Karray, Salma; Sigué, Simon Pierre - In: Omega : the international journal of management science 54 (2015), pp. 84-100

Persistent link: https://www.econbiz.de/10011293552