Modelling advertising budgeting and allocation decisions using modified multinomial logit market share models

Journal of the Operational Research Society

Volumn 49, Issue 12, 1998, Pages 1260-1269

  Mesak, H I ^a   Means, T L ^a  

^a LOUISIANA TECH UNIVERSITY   (United States)

Author keywords

Advertising; Game theory; Marketing; Optimisation; Regression

Indexed keywords

BUDGET CONTROL; COMPETITION; DECISION THEORY; GAME THEORY; MATHEMATICAL MODELS; OPTIMIZATION; REGRESSION ANALYSIS; RESOURCE ALLOCATION; STRATEGIC PLANNING;

ADVERTISING BUDGETS; MODIFIED MULTINOMIAL MARKET SHARE MODELS;

MARKETING;

EID: 0032304262     PISSN: 01605682     EISSN: 14769360     Source Type: Journal    
DOI: 10.1057/palgrave.jors.2600647     Document Type: Article

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