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Assessing the effect of marketing investments in a business marketing context

Kumar, V.; Sriram, S.; Luo, Anita; Chintagunta, Pradeep K. - In: Marketing science : the marketing journal of the … 30 (2011) 5, pp. 924-940

Persistent link: https://www.econbiz.de/10009384003

Allocation of a product between two markets, under uncertainty

Fishelson, Gideon - 1989

Persistent link: https://www.econbiz.de/10002795965

Towards hierarchical linking of marketing resource allocation to market areas and product groups

Gijsbrechts, Els; Naert, Philippe Antoine - 1983

Persistent link: https://www.econbiz.de/10002439659

The theory of allocation and its implications for marketing and industrial structure : why rationing is efficient

Carlton, Dennis W. - In: The journal of law & economics 34 (1991) 2, pp. 231-262

Persistent link: https://www.econbiz.de/10001119351

Resource allocation heuristics for unknown sales response functions with additive disturbances

Gahler, Daniel; Hruschka, Harald - 2016

Persistent link: https://www.econbiz.de/10011576528

The Theory of Allocation and Its Implications for Marketing and Industrial Structure

Carlton, Dennis W. - 1991

This paper identifies a cost of using the price system and from that develops a general theory of allocation. The … theory explains why a buyer's stochastic purchasing behavior matters to a seller. This leads to a theory of optimal customer … mix much akin to the theory of optimal portfolio composition. It is the job of a firm's marketing department to put …

Persistent link: https://www.econbiz.de/10012475214