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Simulated test marketing (STM) is a quantitative technique used to forecast new product sales, one of the most validated tools in all marketing research. Forecasting awareness is an important stage in that process, one critical to STM performance. Awareness models incorporated into popular STMs...
Persistent link: https://www.econbiz.de/10014176688
Genaue Prognosen von Absatzmöglichkeiten und Marktpotenzialen für Innovationen können heute ein entscheidender Faktor sein, um sich auf dem Markt zu behaupten. Ein verspäteter Markteintritt kann gravierende Auswirkungen auf den Umsatz und somit auf den Erfolg des Unternehmens haben. Dieser...
Persistent link: https://www.econbiz.de/10008988937
Die Produktlebenszyklusanalyse ist ein wichtiges Instrument der Produktpolitik. Verschiedene Diffusionsmodelle werden in der Theorie und Praxis angewendet, um Aussagen über künftige Umsatzverläufe zu erhalten. Die mathematische Modellierung geht grundsätzlich von einem deterministischen...
Persistent link: https://www.econbiz.de/10008748243
Advertising often aims at creating and reinforcing brand differentiation, which should translate into reduced price competition. Currently unknown are the boundary conditions for long-term advertising benefits, the route through which advertising effects materialize, and the role of competitive...
Persistent link: https://www.econbiz.de/10011614521
Prior to a new product launch, marketers need to infer how demand will respond to various levels of marketing mix variables in order to set an appropriate marketing plan. A critical challenge in estimating marketing mix responsiveness from historical data is that the observed decisions were...
Persistent link: https://www.econbiz.de/10012766859
Genaue Prognosen von Absatzmöglichkeiten und Marktpotenzialen für Innovationen können heute ein entscheidender Faktor sein, um sich auf dem Markt zu behaupten. Ein verspäteter Markteintritt kann gravierende Auswirkungen auf den Umsatz und somit auf den Erfolg des Unternehmens haben. Dieser...
Persistent link: https://www.econbiz.de/10010304810
Predicting the probability that a user will click on a specific advertisement has been a prevalent issue in online advertising, attracting much research attention in the past decades. As a hot research frontier driven by industrial needs, recent years have witnessed more and more novel learning...
Persistent link: https://www.econbiz.de/10013298804
Persistent link: https://www.econbiz.de/10013270502
One important problem in the marketing and user growth for businesses is to infer the marginal gains of specific campaigns or strategies, which is crucial for the decision makers to determine whether to carry on or terminate certain policies. However, in most cases the return of gaining...
Persistent link: https://www.econbiz.de/10014359427
Advances in predictive technology such as artificial intelligence have enabled firms to advertise to consumers with personalized product recommendations. This paper builds a monopoly model to study the profitability of deploying such personalized product ads versus generic brand ads at different...
Persistent link: https://www.econbiz.de/10014235400