exogenous variables as in Polasek (2011) together with marketing efforts that follow a sustained growth allocation principle …. This approach allows to model growth rates in markets that are exposed to fierce competition and where marketing efforts … cannot be evaluated directly. The class of gSRF models has the property that it models supply (i.e. marketing efforts) and …

Response Models for Marketing Management -- Markets, Data, and Sales Drivers -- Market Response in Stationary Markets … Response in Evolving Markets -- Single Marketing Time Series -- Multiple Marketing Time Series -- Solving Marketing Problems … with ETS -- Empirical Findings and Managerial Insights -- Making Marketing Plans and Sales Forecasts -- Conclusion …