Planning marketing-mix strategies in the presence of interaction effects

Marketing Science

Volumn 24, Issue 1, 2005, Pages 25-34

  Naik, Prasad A ^a   Raman, Kalyan ^b   Winer, Russell S ^c  

^a UNIVERSITY OF CALIFORNIA   (United States)

^b LOUGHBOROUGH UNIVERSITY   (United Kingdom)

^c NEW YORK UNIVERSITY   (United States)

Author keywords

Continuous discrete estimation; Dynamic competition; Interaction effects; Marketing mix planning; Strategic foresight; Two point boundary value problem

Indexed keywords

EID: 13444303265     PISSN: 07322399     EISSN: None     Source Type: Journal    
DOI: 10.1287/mksc.1040.0083     Document Type: Article

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