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Anomalies in estimates of cross-price : elasticities for marketing mix models : theory and empirical test
Bonfrer, Andre; Berndt, Ernst R.; Silk, Alvin J. - 2006
Persistent link: https://www.econbiz.de/10003399867
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Anomalies in Estimates of Cross-Price Elasticities for Marketing Mix Models : Theory and Empirical Test
Bonfrer, Andre - 2006
We investigate the theoretical possibility and empirical regularity of two troublesome anomalies that frequently arise when cross-price elasticities are estimated for a set of brands expected to be substitutes. These anomalies are the occurrence of: (a) negatively signed cross-elasticities; and...
Persistent link: https://www.econbiz.de/10012465905
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Anomalies in Estimates of Cross-Price Elasticities for Marketing Mix Models: Theory and Empirical Test
Bonfrer, Andre; Berndt, Ernst R.; Silk, Alvin - National Bureau of Economic Research (NBER) - 2006
We investigate the theoretical possibility and empirical regularity of two troublesome anomalies that frequently arise when cross-price elasticities are estimated for a set of brands expected to be substitutes. These anomalies are the occurrence of: (a) negatively signed cross-elasticities; and...
Persistent link: https://www.econbiz.de/10005723011
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Anomalies in Estimates of Cross-Price Elasticities for Marketing Mix Models : Theory and Empirical Test
Bonfrer, Andre - 2007
We investigate the theoretical possibility and empirical regularity of two troublesome anomalies that frequently arise when cross-price elasticities are estimated for a set of brands expected to be substitutes. These anomalies are the occurrence of: (a) negatively signed cross-elasticities; and...
Persistent link: https://www.econbiz.de/10012778135
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Scale and scope effects on advertising agency costs
Silk, Alvin J.; Berndt, Ernst R. - 1990
Persistent link: https://www.econbiz.de/10000800329
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Cost economies in the global advertising and marketing services business
Silk, Alvin J.; Berndt, Ernst R. - In: The global market : developing a strategy to manage …, (pp. 217-257). 2004
Persistent link: https://www.econbiz.de/10002120167
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Holding company cost economies in the global advertising and marketing services business
Silk, Alvin J.; Berndt, Ernst R. - In: Review of marketing science 2 (2004) 5, pp. 1-48
Persistent link: https://www.econbiz.de/10003888162
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The unbundling of advertising agency services : an economic analysis
Arzaghi, Mohammad; Berndt, Ernst R.; Davis, James C.; … - In: Review of marketing science 10 (2012) 4, pp. 1-53
Persistent link: https://www.econbiz.de/10009679934
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Economic factors underlying the unbundling of advertising agency services
Arzaghi, Mohammad; Berndt, Ernst R.; Davis, James C.; … - 2008
Persistent link: https://www.econbiz.de/10003761095
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Intermedia substitutability and market demand by national advertisers
Silk, Alvin J.; Klein, Lisa R.; Berndt, Ernst R. - 2001
Persistent link: https://www.econbiz.de/10001630994