Summary
A profit-maximizing decision rule for the budgeting of consumer-directed advertising is developed. It is based upon a dynamic, empirically supported model of consumer brand shifting in their purchases of grocery products, coupled with mechanisms of consumer influence. The decision rule model is examined under conditions of competitive equilibrium and disequilibrium and compared with sales-oriented rules of thumb widely used in business practice.
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© 1976 Springer-Verlag Berlin Heidelberg
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Kuehn, A.A. (1976). A Model for Budgeting Advertising. In: Mathematical Models in Marketing. Lecture Notes in Economics and Mathematical Systems, vol 132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-51565-1_60
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DOI: https://doi.org/10.1007/978-3-642-51565-1_60
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-07869-2
Online ISBN: 978-3-642-51565-1
eBook Packages: Springer Book Archive