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Practice Prize Winner --Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities

Citations

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Cited by:

  1. Yang, Chaolin & Xiong, Yi, 2020. "Nonparametric advertising budget allocation with inventory constraint," European Journal of Operational Research, Elsevier, vol. 285(2), pages 631-641.
  2. Frison, Steffi & Dekimpe, Marnik G. & Croux, Christophe & De Maeyer, Peter, 2014. "Billboard and cinema advertising: Missed opportunity or spoiled arms?," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 425-433.
  3. Andrea Schöndeling & Alexa B. Burmester & Alexander Edeling & André Marchand & Michel Clement, 2023. "Marvelous advertising returns? A meta-analysis of advertising elasticities in the entertainment industry," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1019-1045, September.
  4. Tong Wang & Cheng He & Fujie Jin & Yu Jeffrey Hu, 2022. "Evaluating the Effectiveness of Marketing Campaigns for Malls Using a Novel Interpretable Machine Learning Model," Information Systems Research, INFORMS, vol. 33(2), pages 659-677, June.
  5. Marc Fischer, 2019. "Practice Prize Paper–Managing Advertising Campaigns for New Product Launches: An Application at Mercedes-Benz," Marketing Science, INFORMS, vol. 38(2), pages 343-359, March.
  6. Yuri Peers & Harald J. van Heerde & Marnik G. Dekimpe, 2017. "Marketing Budget Allocation Across Countries: The Role of International Business Cycles," Marketing Science, INFORMS, vol. 36(5), pages 792-809, September.
  7. Yanwu Yang & Daniel Zeng & Yinghui Yang & Jie Zhang, 2015. "Optimal Budget Allocation Across Search Advertising Markets," INFORMS Journal on Computing, INFORMS, vol. 27(2), pages 285-300, May.
  8. Hamidreza Koosha & Amir Albadvi, 2020. "Allocation of marketing budgets to maximize customer equity," Operational Research, Springer, vol. 20(2), pages 561-583, June.
  9. Thomas Fandrich & Christian Barrot & Jan U. Becker, 2014. "Deckungsbeitragsorientierte Steuerung von Targeting-Kampagnen," Schmalenbach Journal of Business Research, Springer, vol. 66(7), pages 601-624, November.
  10. Campbell, Colin & Runge, Julian & Bates, Kenneth & Haefele, Stacey & Jayaraman, Neeraj, 2022. "It’s time to close the experimentation gap in advertising: Confronting myths surrounding ad testing," Business Horizons, Elsevier, vol. 65(4), pages 437-446.
  11. Hui Li & Qiaowei Shen & Yakov Bart, 2021. "Dynamic Resource Allocation on Multi-Category Two-Sided Platforms," Management Science, INFORMS, vol. 67(2), pages 984-1003, February.
  12. Ruichang Lu & Qiaowei Shen & Tenghui Wang & Xiaojun Zhang, 2022. "Frenemies: Corporate Advertising Under Common Ownership," Management Science, INFORMS, vol. 68(6), pages 4645-4669, June.
  13. Carlos Lamela-Orcasitas & Jesús García-Madariaga, 2023. "How to really quantify the economic value of customer information in corporate databases," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
  14. Mehrdad Memarpour & Erfan Hassannayebi & Navid Fattahi Miab & Ali Farjad, 2021. "Dynamic allocation of promotional budgets based on maximizing customer equity," Operational Research, Springer, vol. 21(4), pages 2365-2389, December.
  15. Robert W. Palmatier & Andrew T. Crecelius, 2019. "The “first principles” of marketing strategy," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 5-26, June.
  16. Albers, Sönke, 2012. "Optimizable and implementable aggregate response modeling for marketing decision support," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 111-122.
  17. Guitart, Ivan A. & Gonzalez, Jorge & Stremersch, Stefan, 2018. "Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 471-489.
  18. Yuichi Takano & Nobuaki Ishii & Masaaki Muraki, 2017. "Multi-period resource allocation for estimating project costs in competitive bidding," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 25(2), pages 303-323, June.
  19. Ivan A. Guitart & Guillaume Hervet & Sarah Gelper, 2020. "Competitive advertising strategies for programmatic television," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 753-775, July.
  20. Marc Fischer & Hyun S. Shin & Dominique M. Hanssens, 2016. "Brand Performance Volatility from Marketing Spending," Management Science, INFORMS, vol. 62(1), pages 197-215, January.
  21. Marc Fischer & Wolfgang Giehl & Tjark Freundt, 2011. "Managing Global Brand Investments at DHL," Interfaces, INFORMS, vol. 41(1), pages 35-50, February.
  22. Patricia L. Moravec & Antino Kim & Alan R. Dennis & Randall K. Minas, 2022. "Do You Really Know if It’s True? How Asking Users to Rate Stories Affects Belief in Fake News on Social Media," Information Systems Research, INFORMS, vol. 33(3), pages 887-907, September.
  23. Gary L. Lilien & John H. Roberts & Venkatesh Shankar, 2013. "Effective Marketing Science Applications: Insights from the ISMS-MSI Practice Prize Finalist Papers and Projects," Marketing Science, INFORMS, vol. 32(2), pages 229-245, March.
  24. Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre (Ed.), 2011. "Jahresbericht 2010," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 654, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
  25. Ivan Guitart & Jorge Gonzalez & Stefan Stremersch, 2018. "Advertising non-premium products as if they were premium : The impact of advertising up on advertising elasticity and brand equity," Post-Print hal-02312175, HAL.
  26. Jinglong Dai & Hanwei Li & Weiming Zhu & Jianfeng Lin & Binqiang Huang, 2024. "Data-Driven Real-time Coupon Allocation in the Online Platform," Papers 2406.05987, arXiv.org, revised Jun 2024.
  27. Pun, Hubert & Heese, H. Sebastian, 2015. "A note on budget allocation for market research and advertising," International Journal of Production Economics, Elsevier, vol. 166(C), pages 85-89.
  28. Daniel Gahler & Harald Hruschka, 2022. "Resource allocation procedures for unknown sales response functions with additive disturbances," Journal of Business Economics, Springer, vol. 92(6), pages 997-1034, August.
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