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Metrics unreliability and marketing overspending
Sridhar, Shrihari; Naik, Prasad A.; Kelkar, Ajay - In: International journal of research in marketing : IJRM ; … 34 (2017) 4, pp. 761-779
Persistent link: https://www.econbiz.de/10011792398
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Dynamic marketing investment strategies for platform firms
Sridhar, Shrihari; Mantrala, Murali K.; Naik, Prasad A.; … - In: MSI reports : working paper series (2009) 4, pp. 101-118
Persistent link: https://www.econbiz.de/10003960983
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Dynamic marketing budgeting for platform firms : theory, evidence, and application
Sridhar, Shrihari; Mantrala, Murali K.; Naik, Prasad A.; … - In: Journal of marketing research : JMR 48 (2011) 6, pp. 929-943
Persistent link: https://www.econbiz.de/10010217417
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Uphill or downhill? : locating the firm on a profit function
Mantrala, Murali K.; Naik, Prasad A.; Sridhar, Shrihari; … - In: Journal of marketing 71 (2007) 2, pp. 26-44
Persistent link: https://www.econbiz.de/10003557049
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Uphill or Downhill? Locating the Firm on a Profit Function
Mantrala, Murali K.; Naik, Prasad A.; Sridhar, Shrihari; … - In: Journal of marketing 71 (2007) 2, pp. 26-44
Persistent link: https://www.econbiz.de/10007603677
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Dynamic marketing investment strategies for platform firms
Sridhar, Shrihari; Mantrala, Murali K.; Naik, Prasad A.; … - In: MSI reports : working paper series (2009) 4, pp. 101-118
Persistent link: https://www.econbiz.de/10009893543