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Estimating cannibalization rates for pioneering innovations
Heerde, Harald J. van; Srinivasan, Shuba; Dekimpe, Marnik G. - In: Marketing science : the marketing journal of the … 29 (2010) 6, pp. 1024-1039
Persistent link: https://www.econbiz.de/10008821805
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Marketing budget allocation across countries : the role of international business cycles
Peers, Yuri; Heerde, Harald J. van; Dekimpe, Marnik G. - In: Marketing science : the marketing journal of the … 36 (2017) 5, pp. 792-809
Persistent link: https://www.econbiz.de/10011760408
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Building brands
Ataman, M. Berk; Mela, Carl F.; Heerde, Harald J. van - In: Marketing science : the marketing journal of the … 27 (2008) 6, pp. 1036-1054
Persistent link: https://www.econbiz.de/10003791786
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Return on roller coasters : a model to guide investments in theme park attractions
Oest, Rutger van; Heerde, Harald J. van; Dekimpe, Marnik G. - In: Marketing science : the marketing journal of the … 29 (2010) 4, pp. 721-737
Persistent link: https://www.econbiz.de/10008652611
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The sense and non-sense of holdout sample validation in the presence of endogeneity
Ebbes, Peter; Papies, Dominik; Heerde, Harald J. van - In: Marketing science : the marketing journal of the … 30 (2011) 6, pp. 1115-1122
Persistent link: https://www.econbiz.de/10009427793
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Optimizing retail assortments
Rooderkerk, Robert P.; Heerde, Harald J. van; Bijmolt, … - In: Marketing science : the marketing journal of the … 32 (2013) 5, pp. 699-715
Persistent link: https://www.econbiz.de/10010199457
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Decomposing the Sales Promotion Bump with Store Data
van Heerde, Harald J.; Leeflang, Peter S.H.; Wittink, … - In: Marketing science : the marketing journal of the … 23 (2004) 3, pp. 317-334
Persistent link: https://www.econbiz.de/10006880109
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Estimating Cannibalization Rates for Pioneering Innovations
van Heerde, Harald J.; Srinivasan, Shuba; Dekimpe, Marnik G. - In: Marketing science : the marketing journal of the … 29 (2010) 6, pp. 1024-1040
Persistent link: https://www.econbiz.de/10008762686
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Return on Roller Coasters: A Model to Guide Investments in Theme Park Attractions
van Oest, Rutger D.; van Heerde, Harald J.; Dekimpe, … - In: Marketing science : the marketing journal of the … 29 (2010) 4, pp. 721-738
Persistent link: https://www.econbiz.de/10008446073
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The Sense and Non-Sense of Holdout Sample Validation in the Presence of Endogeneity
Ebbes, Peter; Papies, Dominik; van Heerde, Harald J. - In: Marketing science : the marketing journal of the … 30 (2011) 6, pp. 1115-1123
Persistent link: https://www.econbiz.de/10009809776