Wang, Menghan; Gou, Qinglong; Wu, Chunxu; Liang, Liang - In: International Journal of Applied Management Science 5 (2013) 1, pp. 22-38
Aggregate advertising models are functions reflecting the relationship between product sales and advertising expenditure for a market as a whole. In this paper, we proposed a new advertising response model based on consumer population dynamics. Considering that the population dynamics is one of...