Bultez and Naert (Bultez, A. V., P. A. Naert. 1988. When does lag structure really matter ... indeed? Management Sci. 34(July).) provide an analytical example and several simulations that show profits to be more sensitive to advertising lag structure misspecification the higher the advertising...

A paper by Bultez and Naert in the May 1979 issue of Management Science tentatively concludes that profits are relatively insensitive to misspecification of the lag structure of advertising. We examine the conditions under which a firm's profits are most likely to be sensitive to the...

The Dorfman-Steiner Theorem has provided the marketing community with a powerful result for allocating resources between competing marketing mix variables. It is well known that the optimal allocation of resources is in direct proportion to their demand elasticities. To implement this result,...

List of Figures -- Preface -- Acknowledgments -- SECTION I: The Changing Marketing World -- 1 The Marketing Data Explosion: The Promise and the Reality -- 2 A Necessary Transition -- SECTION II: Knowledge-Based Systems -- 3 An Introduction to Knowledge Systems -- 4 Expert Systems in Marketing....