Sriram, S.; Kalwani, Manohar U. - In: Management Science 53 (2007) 1, pp. 46-60
We study the optimal levels of advertising and promotion budgets in dynamic markets with brand equity as a mediating variable. To this end, we develop and estimate a state-space model based on the Kalman filter that captures the dynamics of brand equity as influenced by its drivers, such as the...