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Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as a Mediating Variable

Citations

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Cited by:

  1. Mussol, Sarah & Aurier, Philippe & de Lanauze, Gilles Séré, 2019. "Developing in-store brand strategies and relational expression through sales promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 241-250.
  2. Chen Zhou & Shrihari Sridhar & Rafael Becerril-Arreola & Tony Haitao Cui & Yan Dong, 2019. "Promotions as competitive reactions to recalls and their consequences," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 702-722, July.
  3. Pradeep K. Chintagunta & Junhong Chu, 2021. "Geography as branding: Descriptive evidence from Taobao," Quantitative Marketing and Economics (QME), Springer, vol. 19(1), pages 53-92, March.
  4. Joseph Pancras & S. Sriram & V. Kumar, 2012. "Empirical Investigation of Retail Expansion and Cannibalization in a Dynamic Environment," Management Science, INFORMS, vol. 58(11), pages 2001-2018, November.
  5. Beltran-Royo, C. & Zhang, H. & Blanco, L.A. & Almagro, J., 2013. "Multistage multiproduct advertising budgeting," European Journal of Operational Research, Elsevier, vol. 225(1), pages 179-188.
  6. Beltran-Royo, C. & Escudero, L.F. & Zhang, H., 2016. "Multiperiod Multiproduct Advertising Budgeting: Stochastic Optimization Modeling," Omega, Elsevier, vol. 59(PA), pages 26-39.
  7. Ron N. Borkovsky & Avi Goldfarb & Avery M. Haviv & Sridhar Moorthy, 2017. "Measuring and Understanding Brand Value in a Dynamic Model of Brand Management," Marketing Science, INFORMS, vol. 36(4), pages 471-499, July.
  8. Guhl, Daniel, 2019. "Addressing endogeneity in aggregate logit models with time-varying parameters for optimal retail-pricing," European Journal of Operational Research, Elsevier, vol. 277(2), pages 684-698.
  9. Leeflang, Peter S.H. & Bijmolt, Tammo H.A. & van Doorn, Jenny & Hanssens, Dominique M. & van Heerde, Harald J. & Verhoef, Peter C. & Wieringa, Jaap E., 2009. "Creating lift versus building the base: Current trends in marketing dynamics," International Journal of Research in Marketing, Elsevier, vol. 26(1), pages 13-20.
  10. Jiang, Yuanchun & Liu, Yezheng & Shang, Jennifer & Yildirim, Pinar & Zhang, Qingfu, 2018. "Optimizing online recurring promotions for dual-channel retailers: Segmented markets with multiple objectives," European Journal of Operational Research, Elsevier, vol. 267(2), pages 612-627.
  11. Jason R. Blevins & Ahmed Khwaja & Nathan Yang, 2018. "Firm Expansion, Size Spillovers, and Market Dominance in Retail Chain Dynamics," Management Science, INFORMS, vol. 64(9), pages 4070-4093.
  12. Jiang, Yuqing & Liu, Fan & Lim, Andrew, 2021. "Digital coupon promotion and platform selection in the presence of delivery effort," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
  13. Chenhao Wang & Yao Wang & Shaojie Tang, 2025. "Advertising meets assortment planning: joint advertising and assortment optimization under multinomial logit model," Journal of Combinatorial Optimization, Springer, vol. 49(2), pages 1-35, March.
  14. Qiang Liu & Sachin Gupta & Sriram Venkataraman & Hongju Liu, 2016. "An Empirical Model of Drug Detailing: Dynamic Competition and Policy Implications," Management Science, INFORMS, vol. 62(8), pages 2321-2340, August.
  15. Chan, Tat Y. & Narasimhan, Chakravarthi & Yoon, Yeujun, 2017. "Advertising and price competition in a manufacturer-retailer channel," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 694-716.
  16. Hsu, Liwu & Kaufmann, Patrick & Srinivasan, Shuba, 2017. "How Do Franchise Ownership Structure and Strategic Investment Emphasis Influence Stock Returns and Risks?," Journal of Retailing, Elsevier, vol. 93(3), pages 350-368.
  17. Geoffrey Pofahl, 2009. "Merger Simulation in the Presence of Large Choice Sets and Consumer Stockpiling: The Case of the Bottled Juice Industry," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 34(3), pages 245-266, May.
  18. Muhammad Ishtiaq Ishaq & Eleonora Di Maria, 2020. "Sustainability countenance in brand equity: a critical review and future research directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 15-34, January.
  19. Koen Tackx & Sandra Rothenberger & Paul Verdin, 2015. "Is Advertising for Losers? An Empirical Study from a Value Creation– Value Capturing Perspective," Working Papers CEB 15-034, ULB -- Universite Libre de Bruxelles.
  20. Assarzadegan, Parisa & Hejazi, Seyed Reza & Raissi, Gholam Ali, 2020. "An evolutionary game theoretic model for analyzing retailers’ behavior when introducing economy and premium private labels," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
  21. Philippe Aurier & Anne Broz-Giroux, 2014. "Modeling advertising impact at campaign level: Empirical generalizations relative to long-term advertising profit contribution and its antecedents," Marketing Letters, Springer, vol. 25(2), pages 193-206, June.
  22. H-Y Tsao & L Pitt & C Campbell, 2010. "Analysing consumer segments to budget for loyalty and promotion programmes and maximize market share," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 61(10), pages 1523-1529, October.
  23. Ron N. Bar & Avery Haviv, 2023. "Brand Building to Deter Entry and Its Impact on Brand Value," Management Science, INFORMS, vol. 69(9), pages 5418-5438, September.
  24. Ding Li & Khim-Yong Goh & Cheng-Suang Heng, 2025. "Strategic Content Generation and Monetization in Financial Social Media," Information Systems Research, INFORMS, vol. 36(1), pages 61-83, March.
  25. Lina Wang & Elliot Rabinovich & Timothy J. Richards, 2022. "Scalability in Platforms for Local Groceries: An Examination of Indirect Network Economies," Production and Operations Management, Production and Operations Management Society, vol. 31(1), pages 318-340, January.
  26. Dass, Mayukh & Reshadi, Mehrnoosh & Li, Yuewu, 2023. "An exploration of ripple effects of advertising among major suppliers in a supply chain network," Journal of Business Research, Elsevier, vol. 169(C).
  27. Tackx, Koen & Rothenberger, Sandra & Verdin, Paul, 2017. "Is advertising for losers? An empirical study from a value creation and value capturing perspective," European Management Journal, Elsevier, vol. 35(3), pages 327-335.
  28. Viet Anh Nguyen & Soroosh Shafieezadeh-Abadeh & Daniel Kuhn & Peyman Mohajerin Esfahani, 2023. "Bridging Bayesian and Minimax Mean Square Error Estimation via Wasserstein Distributionally Robust Optimization," Mathematics of Operations Research, INFORMS, vol. 48(1), pages 1-37, February.
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