Marc, Fischer; Sönke, Albers; Nils, Wagner; Monika, Frie - In: GfK Marketing Intelligence Review 4 (2012) 1, pp. 50-59
Marketing budget decisions are critical and should be fact based rather than intuitive. Profit can be improved by better allocating a fixed budget across products or regions. The Excel-based decision support model presented in this article makes it possible to determine near-optimal marketing...