Wiesel, Thorsten; Pauwels, Koen; Arts, Joep - In: Marketing Science 30 (2011) 4, pp. 604-611
Inofec, a small- to medium-sized enterprise in the business-to-business sector, desired a more analytic approach to allocate marketing resources across communication activities and channels. We developed a conceptual framework and econometric model to empirically investigate (1) the marketing...