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Spatiotemporal Allocation of Advertising Budgets

Aravindakshan, Ashwin - 2011

How should brand managers determine the optimal advertising budget to generate sales and maximize profit from multiple regions and over time? How much of it should be set aside for national advertising? How should they allocate the rest across multiple regions? This paper addresses these...

Persistent link: https://www.econbiz.de/10013123225