DOES LAG STRUCTURE REALLY MATTER IN OPTIMIZING ADVERTISING EXPENDITURES

被引：29

作者：

BULTEZ, AV

NAERT, PA

机构：

[1] EUROPEAN INST ADV STUDIES MANAGEMENT,BRUSSELS,BELGIUM

[2] UNIV ANTWERP,ANTWERP,BELGIUM

来源：

MANAGEMENT SCIENCE | 1979年 / 25卷 / 05期

关键词：

D O I：

10.1287/mnsc.25.5.454

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

引用

页码：454 / 465

页数：12

共 30 条

[11] DISTRIBUTED LAGS - A SURVEY [J].

GRILICHES, Z .

ECONOMETRICA, 1967, 35 (01) :16-+

[12] APPLICABLE MODEL OF OPTIMAL MARKETING POLICY [J].

KOHN, MG ;

PLESSNER, Y .

OPERATIONS RESEARCH, 1973, 21 (02) :401-412

[13]

Lambin J. J., 1976, ADVERTISING COMPETIT

[14] MEASURING PROFITABILITY OF ADVERTISING - EMPIRICAL STUDY [J].

LAMBIN, JJ .

JOURNAL OF INDUSTRIAL ECONOMICS, 1969, 17 (02) :86-103

[15] OPTIMAL THEORETIC ADVERTISING STOCK MODELS - GENERALIZATION INCORPORATING EFFECTS OF DELAYED RESPONSE FROM PROMOTIONAL EXPENDITURE [J].

MANN, DH .

MANAGEMENT SCIENCE SERIES A-THEORY, 1975, 21 (07) :823-832

[16]

Montgomery DB, 1972, MANAGE SCI, V18, P485

[17]

MYLANDER WC, 1971, RACP63 RES ANAL CORP

[18]

NAERT PA, 1973, J BUS ADMIN, V4, P3

[19] OPTIMAL ADVERTISING POLICY UNDER DYNAMIC CONDITIONS [J].

NERLOVE, M ;

ARROW, KJ .

ECONOMICA, 1962, 29 (114) :129-142

[20]

PALDA K, 1964, MEASUREMENT CUMULATI

← 1 2 3 →