In this paper we examine the issue of balancing media advertising (pull strategy) and trade promotions (push strategy) for manufacturers of consumer packaged goods utilizing a three-stage game theoretic analysis and test model's implications with scanner panel data. We develop a model of two...

Purpose – This paper aims to trace the history, application areas and users of Classical Analytics and Big Data Analytics. Design/methodology/approach – The paper discusses different types of Classical and Big Data Analytical techniques and application areas from the early days to present...