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

DOI10.1057/PALGRAVE.JORS.2600647zbMath1140.90437OpenAlexW1963822902MaRDI QIDQ3157807

Hani Ibrahim Mesak, T. L. Means

Publication date: 19 January 2005

Published in: Journal of the Operational Research Society (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1057/palgrave.jors.2600647

zbMATH Keywords

game theorymarketingoptimisationregressionadvertising

Mathematics Subject Classification ID

Applications of game theory (91A80) Marketing, advertising (90B60)

Related Items (2)

On modeling the advertising-operations interface under asymmetric competition ⋮ Optimal advertising budget allocation across markets with different goals and various constraints

This page was built for publication: Modelling advertising budgeting and allocation decisions using modified multinomial logit market share models