Geographic variation in consumer use of Internet retailers is partly explained by variation in offline shopping costs. Explanations for geographic variation in the efficacy of different customer acquisition methods including traditional methods of offline word-of-mouth (WOM) and magazine...

CALLPLAN is an interactive computer system designed to aid salesmen or sales management in allocating sales call time more efficiently. The system increases their capacity to consider the allocation in a logical and consistent manner. CALLPLAN uses as input the salesman's own best estimates of...

A normative mathematical procedure for the media planning problem is proposed which explicitly considers the effect of competitors' media schedules. A predictive model is developed to evaluate expected market response due to an advertising media schedule considering the anticipated schedules of...

A recent article in Management Science by Zufryden [Zufryden, F. S. 1973. Media scheduling: A stochastic dynamic model approach. Management Sci. 19 (12, August) 1395-1406.] describes a media selection and scheduling model which neglects to consider diminishing returns to repeated exposures at...

In a very intriguing and groundbreaking study, Goldfarb and Tucker [Goldfarb, A., C. Tucker. 2011. Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3) 389-404] show that online advertising targeting and obtrusiveness boost purchase intent independently, but not jointly....

A system and methodology for evaluating manufacturers' trade promotions which may be combined with consumer promotions is described. The methodology incorporates concepts from expert systems in order to evaluate promotions on a mass scale (i.e., by geographical area and size or flavor) with a...

“Single Source” databases based on scanner data offer new opportunities for evaluating promotions and improving their effectiveness. Decision support needs vary depending on the decision maker's organizational vantage point. Some managers require the evaluation of promotion results in the...

A decision support system for planning marketing strategies and allocating resources for a multi-store retailer is described. This decision support system combines well-known model building and analysis methodology, sophisticated computer software, and attention to management's implementation...

This article reports on the first in-market experimentally based measurement of long-term TV advertising effects for a representative cross-section of 55 tests for established consumer packaged goods. The typical BehaviorScan^® weight test has a test group exposed to a heavier TV advertising...

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