Aykac, A.; Corstjens, M.; Gautschi, D.; Horowitz, I. - In: Management Science 35 (1989) 1, pp. 42-50
In this paper we develop a normative model that is built on an empirically relevant foundation. We observe that decision makers, among them advertisers, rely on estimated relationships in reaching resource allocation decisions, and we investigate the normative implications of this process. In...