Building models for marketing decisions

By Roderick Brodie, Peter J. Danaher. 2000

221 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing

View Paper: https://www.semanticscholar.org/paper/beb06112f686eefbb2155d963f1ef34208309114

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In Management Science and Operations Research

In Marketing

Citations in the corpus

A General Equilibrium Model for Industries with Price and Service Competition (2004, methodology): “…level yi di p f G −1 i fi , which maximizes i · · yi : yi p f = di p f G−1i ( max { fi h−i h−i +h+i }) (3) This gives rise to an equivalent reduced single-stage retailer game in which each Retailer i competes with two instruments pi fi ∈ pmini pmaxi × 0 1 and reduced profit functions !i p f…”
Definition, Measurement and Determinants of the Consumer's Willingness to Pay: A Critical Synthesis and Avenues for Further Research (2009, unknown): “/ / ==η i r r i p q p p q r .δ δη = Leeflang et al, 2000).”
Understanding the Impact of Synergy in Multimedia Communications (2003, methodology): “Finally, because single-index models are not yet applied in marketing (Leeflang et al. 2000, p. 403), they present new frameworks to advance empirical and theoretical understanding of multi- and cross-media communications.”
Time-series models in marketing:: Past, present and future (2000, background): “Leeflang et al., 2000, Section 17.3 devote considerable more attention to TS techniques than their first editions.”
Weathering Tight Economic Times: The Sales Evolution of Consumer Durables Over the Business Cycle (2003, background): “As for the former, two recent surveys (Hanssens, Parsons, and Schultz, 2001; Leeflang et al., 2000) do not report on any study which explicitly considers business-cycle fluctuations when analyzing sales patterns.”
Competitive Reactions to Advertising and Promotion Attacks (2005, background): “For example, some competitors may behave suboptimally , while others are supraoptimal, i.e., they fare better than they should (e.g., Carpenter et al. 1988; Leeflang et al. 2000, Ch. 11).”
Marketing Analytics for Data-Rich Environments (2016, unknown): “We noted some of these landmark developments in the “ Analytics ” subsection (for reviews, see Gatignon 1993; Hanssens 2014; Hanssens, Parsons, and Schultz 2001; Lee ﬂ ang et al. 2000; Rao 2014).”
New Empirical Generalizations on the Determinants of Price Elasticity (2005, methodology): “Otherwise, we derived price elasticities from the model parameters (see Hanssens, Parsons, and Schultz 2001, p. 125; Leeflang et al. 2000, p. 173).”
Weathering product-harm crises (2008, unknown): “While Kraft was able to reach 70% of its pre-crisis sales level within one quarter of its reintroduction, Eta had a much harder time to recover, with less than half of its pre-crisis sales level recovered after one quarter.”
Do Loyalty Programs Really Enhance Behavioral Loyalty? An Empirical Analysis Accounting for Self-Selecting Members (2006, methodology): “We compare the actual change with the predicted change in share-of-wallet according from models with and without endogeneity correction by computing 27 the MSE (mean squared error) and MAPE (mean absolute percentage error) (Leeflang et al., 2000, p.506).”
You get what you Pay for: The Effect of Top Executives’ Compensation on Advertising and R&D Spending Decisions and Stock Market Return (2012, background): “The marketing literature has focused on marketing-based drivers of product development and advertising decisions such a firm’s marketing goals, outcomes, and the marketing efforts and outcomes of its competitors (e.g., Danaher 2008; Kotler and Keller 2009; Leeflang et al. 2000; Lilien, Kotler and Mo”
Decoding Customer–Firm Relationships: How Attachment Styles Help Explain Customers' Preferences for Closeness, Repurchase Intentions, and Changes in Relationship Breadth (2013, methodology): “Therefore, we adjusted item wordings to apply to customers in a financial services context.”