Metrics unreliability and marketing overspending
Year of publication: |
December 2017
|
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Authors: | Sridhar, Shrihari ; Naik, Prasad A. ; Kelkar, Ajay |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 34.2017, 4, p. 761-779
|
Subject: | Dynamic models | Measurement noise | Optimal budget and allocations | Kalman filter estimation | Emerging markets | Schwellenländer | Emerging economies | Zustandsraummodell | State space model | Theorie | Theory | Messung | Measurement |
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