Otter, Thomas; Gilbride, Timothy J.; Allenby, Greg M. - In: Marketing Science 30 (2011) 4, pp. 686-701
Marketing expenditures in the form of pricing, product development, promotion, and channel development are made to maximize profits. A challenge in evaluating the effectiveness of these expenditures is that decisions such as whether to lower prices or run promotions are made based on managers'...