Brand Performance Volatility from Marketing Spending

Published Online:https://doi.org/10.1287/mnsc.2014.2102

References

  • Adelman D, Mersereau AJ (2013) Dynamic capacity allocation to customers who remember past service. Management Sci. 59:592–612.LinkGoogle Scholar
  • Alizadeh S, Brandt MW, Diebold FX (2002) Range-based estimation of stochastic volatility models. J. Finance 57:1047–1091.CrossrefGoogle Scholar
  • Azoulay P (2002) Do pharmaceutical sales respond to scientific evidence? J. Econom. Management Strategy 11:551–594.CrossrefGoogle Scholar
  • Conley TG, Hansen CB, Rossi PE (2012) Plausibly exogenous. Rev. Econom. Statist. 94:260–272.CrossrefGoogle Scholar
  • Dorfman R, Steiner PO (1954) Optimal advertising and optimal quality. Amer. Econom. Rev. 44:826–836.Google Scholar
  • Fischer M, Albers S (2010) Patient- or physician-oriented marketing: What drives primary demand for prescription drugs? J. Marketing Res. 47:103–121.CrossrefGoogle Scholar
  • Fischer M, Albers S, Wagner N, Frie M (2011) Dynamic marketing budget allocation across countries, products, and marketing activities. Marketing Sci. 30:568–585.LinkGoogle Scholar
  • Freimer M, Horsky D (2012) Periodic advertising pulsing in a competitive market. Marketing Sci. 31:637–648.LinkGoogle Scholar
  • Gottfredson M, Aspinall K (2005) Innovation vs. complexity: What is too much of a good thing? Harvard Bus. Rev. 83(November):62–71.Google Scholar
  • Greene WH (2006) Econometric Analysis, 6th ed. (Prentice-Hall, Upper Saddle River, NJ).Google Scholar
  • Hanssens DM (1998) Order forecasts, retail sales, and the marketing mix for consumer durables. J. Forecasting 17:327–346.CrossrefGoogle Scholar
  • Hanssens DM, Parsons LJ, Schultz RL (2001) Market Response Models, Econometric and Time Series Analysis, 2nd ed. (Kluwer Academic Publishers, Boston).Google Scholar
  • Kothari SP (2001) Capital markets research in accounting. J. Accounting Econom. 31:105–231.CrossrefGoogle Scholar
  • Lee HL, Padmanabhan V, Whang S (1997) Information distortion in a supply chain: The bullwhip effect. Management Sci. 43:546–558.LinkGoogle Scholar
  • Misra S, Nair H (2011) A structural model of sales-force compensation dynamics: Estimation and field implementation. Quant. Marketing Econom. 9:211–225.CrossrefGoogle Scholar
  • Mizik N, Jacobson R (2004) Are physicians “easy marks”? Quantifying the effects of detailing and sampling on new prescriptions. Management Sci. 50:1704–1715.LinkGoogle Scholar
  • Murphy KM, Topel RH (1985) Estimation and inference in two-step econometric models. J. Bus. Econom. Statist. 3:370–379.Google Scholar
  • Nerlove M, Arrow KJ (1962) Optimal advertising policy under dynamic conditions. Economica 29:129–142.CrossrefGoogle Scholar
  • Nijs VR, Srinivasan S, Pauwels K (2007) Retail-price drivers and retailer profits. Marketing Sci. 26:473–487.LinkGoogle Scholar
  • Opler T, Pinkowitz L, Stulz R, Williamson R (1999) The determinants and implications of corporate cash holdings. J. Financial Econom. 52:3–46.CrossrefGoogle Scholar
  • Raju JS (1992) The effect of price promotions on variability in product category sales. Marketing Sci. 11:207–220.LinkGoogle Scholar
  • Simon H (1982) ADPULS: An advertising model with wearout and pulsation. J. Marketing Res. 19:352–363.CrossrefGoogle Scholar
  • Steel P, König CJ (2006) Integrating theories of motivation. Acad. Management Rev. 31:889–913.CrossrefGoogle Scholar
  • Tull DS, Wood VR, Duhan D, Gillpatick T, Robertson KR, Helgeson JG (1986) “Leveraged” decision making in advertising: The flat maximum principle and its implications. J. Marketing Res. 23:25–32.CrossrefGoogle Scholar
  • Vakratsas D (2008) The effects of advertising, prices and distribution on market share volatility. Eur. J. Oper. Res. 187:283–293.CrossrefGoogle Scholar
  • Zellner A (1962) An efficient method of estimating seemingly unrelated regressions and tests for aggregation bias. J. Amer. Statist. Assoc. 57:348–368.CrossrefGoogle Scholar
INFORMS site uses cookies to store information on your computer. Some are essential to make our site work; Others help us improve the user experience. By using this site, you consent to the placement of these cookies. Please read our Privacy Statement to learn more.