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How does awareness evolve when advertising stops? : the role of memory
Aravindakshan, Ashwin; Naik, Prasad A. - In: Marketing letters : a journal of research in marketing 22 (2011) 3, pp. 315-326
Persistent link: https://www.econbiz.de/10009305516
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Robust dynamic estimation
Rubel, Olivier; Naik, Prasad A. - In: Marketing science : the marketing journal of the … 36 (2017) 3, pp. 453-467
Persistent link: https://www.econbiz.de/10011695458
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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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Discovering how advertising grows sales and builds brands
Bruce, Norris I.; Peters, Kay; Naik, Prasad A. - In: Journal of marketing research : JMR 49 (2012) 6, pp. 793-806
Persistent link: https://www.econbiz.de/10009688816
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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