Estimating advertising effects on sales in a competitive setting
Rujirutana Mandhachitara and Boonghee Yoo
Over the last several decades, advertising effects on sales have been studied without appropriately taking into consideration competitors' advertising activities.
estimating advertising effects on sales in a competitive setting
Boonghee Yoo Hofstra UniversityRujirutana Mandhachitara Long Island University
The longitudinal analysis of the relationship between advertising spending and sales generated has a distinguished...
