A brand choice model for TV advertising management using single-source data
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Bibliographic InfoArticle provided by Springer in its journal Marketing Letters.
Volume (Year): 22 (2011)
Issue (Month): 4 (November)
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Web page: http://www.springerlink.com/link.asp?id=100312
Advertising management; Advertising exposure; GRP; Single-source data; Heterogeneity; MCMC;
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- Tülin Erdem & Michael P. Keane, 1996. "Decision-Making Under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets," Marketing Science, INFORMS, vol. 15(1), pages 1-20.
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- Tülin Erdem & Michael P. Keane & Baohong Sun, 2008. "A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality," Marketing Science, INFORMS, vol. 27(6), pages 1111-1125, 11-12.
- Nobuhiko Terui & Masataka Ban, 2008. "Modeling heterogeneous effective advertising stock using single-source data," Quantitative Marketing and Economics, Springer, vol. 6(4), pages 415-438, December.
- Douglas Bowman & Hubert Gatignon, 1996. "Order of Entry as a Moderator of the Effect of the Marketing Mix on Market Share," Marketing Science, INFORMS, vol. 15(3), pages 222-242.
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