Targeting - setting marketing policy differentially for different customers or segments - is an important marketing practice. Previous approaches to quantifying the benefits from targeting have typically calibrated a response model and used the variation in response parameter estimates to...

A firm launching a new product in an existing category can leverage comparative messages to provide information to customers and to distinguish it from others. Incumbents, on the other hand, benefit less from comparative messaging as this could be interpreted as providing legitimacy to the...

Multivariate count models represent a natural way of accommodating data from multiple product categories when the dependent variable in each category is represented by a positive integer. In this paper, we propose a new simultaneous equation multi-category count data model ndash; the...