Linear programming-based estimation procedures are used in a variety of arenas. Two notable areas are multiattribute utility models (LINMAP) and production frontiers (data envelopment analysis (DEA)). Both LINMAP and DEA have theoretical and managerial advantages. For example, LINMAP treats...

This paper determines an optimal policy for investment in advertising for a firm that wishes to maximize its discounted profits. To that end, an integrated approach consisting of model formulation, empirical investigation, and optimization is carried out. A model of market share response to...

The commonly used market share models are all based on the implicit assumption of a homogeneous population. However, studies of individual brand choice behavior tend to reject this basic premise. In this paper we attempt to explain why market share models perform well in spite of this underlying...

This study examines the problem faced by a firm which wishes to position a new choice object in an existing product class. It is assumed that both the consumer and the firm are involved in a two-stage decision process. The consumer first decides on his budget for the product class. He then...

The multi-attribute utility model serves as a basis for many marketing decisions such as new product planning and advertising message selection. The estimation of individuals' attribute weights can be performed using several data types and estimation techniques. There is evidence to suggest that...