Planning Marketing-Mix Strategies in the Presence of Interaction Effects

Companies spend millions of dollars on advertising to boost a brand's image and simultaneously spend millions of dollars on promotion that many believe calls attention to price and erodes brand equity. We believe this paradoxical situation exists because both advertising and promotion are neces...

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Veröffentlicht in:	Marketing science (Providence, R.I.) R.I.), 2005-01, Vol.24 (1), p.25-34
Hauptverfasser:	Naik, Prasad A, Raman, Kalyan, Winer, Russell S
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Algorithms Boundary value problems Brands Case studies Competition Competitiveness Consumer advertising continuous-discrete estimation Decision making dynamic competition Dynamic modeling Empirical research Estimation methods Game theory interaction effects Literature reviews Market planning Market share Market shares Marketing Marketing mixes marketing-mix planning Methods Modelling Oligopolies Oligopoly Planning Pricing Regression analysis Soap and cleaning agents industry Sponsored search strategic foresight Strategic planning Studies Tidal interaction Trade-off two-point boundary value problem U.S.A
Online-Zugang:	Volltext
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