Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as a Mediating Variable

S. Sriram
S. Sriram
[email protected]
School of Business, University of Connecticut, 2100 Hillside Road, Storrs, Connecticut 06269
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,
Manohar U. Kalwani
Manohar U. Kalwani
[email protected]
Krannert Graduate School of Management, Purdue University, 403 W. State Street, West Lafayette, Indiana 47907-2056
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S. Sriram

[email protected]

School of Business, University of Connecticut, 2100 Hillside Road, Storrs, Connecticut 06269

Search for more papers by this author

Manohar U. Kalwani

[email protected]

Krannert Graduate School of Management, Purdue University, 403 W. State Street, West Lafayette, Indiana 47907-2056

Search for more papers by this author

Published Online:1 Jan 2007https://doi.org/10.1287/mnsc.1060.0604

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Volume 53, Issue 1

January 2007

Pages iv-168

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Received:October 11, 2004
Published Online:January 01, 2007

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S. Sriram, Manohar U. Kalwani, (2007) Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as a Mediating Variable. Management Science 53(1):46-60.

https://doi.org/10.1287/mnsc.1060.0604

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Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as a Mediating Variable

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