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Marketing and Regional Sales: Evaluation of Expenditure Strategies by Spatial Sales Response Functions

  • Daniel BaierEmail author
  • Wolfgang Polasek
Conference paper
Part of the Studies in Classification, Data Analysis, and Knowledge Organization book series (STUDIES CLASS)

Abstract

Non-linear production functions are a common basis for modelling regional sales responses to marketing expenditures. A recent article of Kao et al. (Evaluating the effectiveness of marketing expenditures. Working Paper, 2005) suggests to use such models to estimate the effectiveness of marketing strategies. In this paper the underlying approach is extended: Firstly, a spatial component is explicitly modelled in the production function, and secondly, a hierarchical approach in the clustering of regional sales is used. The developed Cross Sectional Sales Response (CSSR) models use Stochastic Partial Derivatives (SPD) constraints. They are tested using synthetic and pharma marketing data.

Keywords

Acceptance Probability Full Conditional Distribution Stochastic Partial Derivative MCMC Algorithm Sales Response 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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References

  1. Anselin, L. (1988). Spatial econometrics. In: B. H. Baltagi (Ed.), A companion to theoretical econometrics (pp. 310–330). Oxford: Blackwell Publishing Ltd AD.Google Scholar
  2. Kao, L.-J., Chiu, C.-C., Gilbride, T. J., Otter, T., & Allenby, G. M. (2005). Evaluating the effectiveness of marketing expenditures. Working Paper, Ohio State University, Fisher College of Business.Google Scholar
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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  1. 1.Institute of Business Adminstration and EconomicsBTU CottbusCottbusGermany

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