Journal ArticleJournal 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, ...
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Journal ArticleInternational 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 ...
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Journal ArticleManagement Science · July 1988
Bultez and Naert (Bultez, A. V., P. A. Naert. 1988. When does lag structure really matter … indeed? Management Sci. 34(July).) provide an analytical example and several simulations that show profits to be more sensitive to advertising lag structur ...
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Journal ArticleNaval Research Logistics Quarterly · December 1983
AbstractManning the nation's armed services will continue to be a crucial issue for the remainder of the 1980s. With the projected growth of the services during this decade, the downturn in the 17–21‐year‐old male populatio ...
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Journal ArticleMarketing Science · 1983
The Dorfman-Steiner Theorem has provided the marketing community with a powerful result for allocating resources between competing marketing mix variables. It is well known that the optimal allocation of resources is in direct proportion to their demand el ...
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Journal ArticleManagement Science · December 1980
The recruitment of enlisted men and officers under the All-Volunteer Force concept costs approximately $620 million per year; of this amount approximately $100 million are in advertising expenditures. However, recently Congress and the General Acc ...
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Journal ArticleDecision Sciences · January 1977
ABSTRACTIn a recent paper, Houston and Weiss applied a non‐linear estimation procedure to a serial correlation model of advertising effect. Although the methodology is interesting, their conclusions, based on the annual Lyd ...
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