Planning Marketing-Mix Strategies in the Presence of Interaction Effects

By Prasad A. Naik, Kalyan Raman, R. Winer. 2005

245 citations recorded by the source corpus.

Subfields: Management Information Systems, Management Science and Operations Research, Marketing

View Paper: https://www.semanticscholar.org/paper/1d340e0fba41c91865e57345b169cf4c31c2ad56

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In Management Information Systems

In Management Science and Operations Research

In Marketing

Citations in the corpus

Brand value creation: Analysis of the Interbrand-Business Week brand value rankings (2006, background): “We also investigated the interaction effects of the three expenses ( Naik et al., 2005 ), but subsequently dropped them to mitigate multicollinearity problems.”
Cooperative Advertising and Pricing in a Dynamic Stochastic Supply Chain: Feedback Stackelberg Strategies (2008, background): “Nevertheless, the empirical evidence in studies of concurrent advertising and promotion dynamics by Naik et al. (2005) and concurrent advertising and detailing by Chintagunta and Vilcassim (1994) and Fruchter and Kalish (1998) ﬁnds signiﬁcant support for dynamic promotion effects.”
Dynamic and Competitive Effects of Direct Mailings: A Charitable Giving Application (2009, methodology): “For example, it has been found that past amounts have little explanatory power in the response equation but are highly relevant in the amount equation (Donkers et al. 2006; Piersma and Jonker 2004). To define our explanatory variables, we introduce some additional notation. Let tiτ denote the calend”
A Hierarchical Marketing Communications Model of Online and Offline Media Synergies (2009, background): “In this study, we will explore the effects of online media spending —both the direct effects and joint effects with offline media— on behavioral outcomes (i.e., offline dealer visits, online car configurator visits).”
Marketing Analytics for Data-Rich Environments (2016, unknown): “Naik, Raman, and Winer (2005) explicitly model the strategic behavior of a ﬁ rm that anticipates how competitors will likely make future decisions and reasons backward to deduce its own optimal decision in response.”
Integrating Marketing Communications: New Findings, New Lessons, and New Ideas (2016, methodology): “More macro approaches that use econometric techniques to assess multimedia effects at the brand level (e.g., Naik, Raman, and Winer 2005).”
Relating Online, Regional, and National Advertising to Firm Value (2016, background): “However, regional and online advertising often have a promotional focus and are frequently used to create short-term advantages (e.g., through sales bumps), even at the cost of brand equity and price premiums (e.g., Naik, Raman, and Winer 2005; Voorveld, Neijens, and Smit 2011).”
Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship (2007, background): “Wittink (1977), Rao and Miller (1975), and recently Vakratsas et al.”