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Is 3/4 od the sales promotion bump due to brand switching? : No it is 1/3.

Heerde, Harald J. van (contributor); … - 2003 - [Elektronische Ressource]

Persistent link: https://www.econbiz.de/10001773638

How promotions work: ScanPro-based evolutionary model building

Heerde, Harald J. van; Leeflang, Peter; Wittink, Dick R. - In: Schmalenbach business review : sbr 54 (2002) 3, pp. 198-220

Persistent link: https://www.econbiz.de/10001678866

How Promotions Work : Scan*Pro-Based Evolutionary Model Building

Leeflang, Peter; Heerde, Harald J. van; Wittink, Dick R. - 2008

We provide a rationale for evolutionary model building. The basic idea is that to enhance user acceptance it is important that one begins with a relatively simple model. Simplicity is desired so that managers understand models. As a manager uses the model and builds up experience with this...

Persistent link: https://www.econbiz.de/10014112758

Do loyalty programs enhance behavioral loyalty? : An empirical analysis accounting for program design and competitive effects

Leenheer, Jorna; Bijmolt, Tammo H. A.; Heerde, Harald J. van - 2002 - [Elektronische Ressource]

Persistent link: https://www.econbiz.de/10001692507

Optimizing retail assortments

Rooderkerk, Robert P.; Heerde, Harald J. van; Bijmolt, … - In: Marketing science 32 (2013) 5, pp. 699-715

Persistent link: https://www.econbiz.de/10010199457

Sales promotion models

Heerde, Harald J. van; Neslin, Scott A. - In: Handbook of marketing decision models, (pp. 107-162). 2008

Persistent link: https://www.econbiz.de/10003755264

Marketing models and the Lucas Critique

Heerde, Harald J. van (contributor); … - 2004

Persistent link: https://www.econbiz.de/10003255378

Robust optimization of the 0-1 knapsack problem : balancing risk and return in assortment optimization

Rooderkerk, Robert P.; Heerde, Harald J. van - In: European journal of operational research : EJOR 250 (2016) 3, pp. 842-854

Persistent link: https://www.econbiz.de/10011445338

Marketing budget allocation across countries : the role of international business cycles

Peers, Yuri; Heerde, Harald J. van; Dekimpe, Marnik G. - In: Marketing science 36 (2017) 5, pp. 792-809

Persistent link: https://www.econbiz.de/10011760408

Delusion in attribution : caveats in using attribution for multimedia budget allocation

Danaher, Peter J.; Heerde, Harald J. van - In: Journal of marketing research : JMR 55 (2018) 5, pp. 667-685

Persistent link: https://www.econbiz.de/10011957967