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...

Today's Internet marketing ecosystems are very complex, with many competing players, transactions concluded within milliseconds, and hundreds of different parameters to be analyzed in the decision-making process. In addition, both sellers and buyers operate under uncertainty, without full...

In order to select "best" customers for a direct marketing campaign, response models are widespread: a sample of customers receives an ad, a catalog, a sample pack, or a discount offer on a test basis. Then, their responses (e.g., website visits, conversions, or revenues) are used to build a...

Genaue Prognosen von Absatzmöglichkeiten und Marktpotenzialen für Innovationen können heute ein entscheidender Faktor sein, um sich auf dem Markt zu behaupten. Zur Sicherung des langfristigen Unternehmenserfolgs sind im Zeitablauf produkt- und sortimentspolitische Entscheidungen zu treffen....

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...

Purpose – Due in large part to the proprietary nature of costs, there is a dearth of academic literature investigating the factors influencing the costs for sport marketing investments, such as sponsorship. Therefore, the purpose of this study is to provide an analytical framework for market...

Today's Internet marketing ecosystems are very complex, with many competing players, transactions concluded within milliseconds, and hundreds of different parameters to be analyzed in the decision-making process. In addition, both sellers and buyers operate under uncertainty, without full...

This paper investigates the effect of aggregation and non-linearity in relation to television rating forecasts. Several linear models for aggregated and disaggregated television viewing have appeared in the literature. The current analysis extends this work using an empirical approach. We...

Advertising pre-testing (or copy testing) is often employed in sales forecasting. It helps to quantify the impact of advertising on generating awareness, trial and repeat purchases. This paper reviews existing copy testing practices and makes some practical recommendations in the context of...

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...