Recent Publications
Confidence interval for the total advertising impact and its mean duration under Koyck models
Journal Article Journal of the Academy of Marketing Science · September 1, 1991 The estimates of total advertising impact and of its mean duration in distributed lag models are important in budgeting and planning decisions. The typical approach to assessing the short and long term impact of advertising is to perform a sequential test, ... Full text CiteExpert systems in marketing
Journal Article International Journal of Research in Marketing · January 1, 1991 Full text CiteThe Brand Manager's Assistant: A knowledge-based system approach to brand management
Journal Article International Journal of Research in Marketing · January 1, 1991 This paper describes the conceptualization and prototyping of the Brand Manager's Assistant, a knowledge-based system approach to the brand management function. A view of brand management is presented, followed by a conceptual framework for building market ... Full text CiteEducation, Training & Certifications
Purdue University ·
1973
Ph.D.