Estimating Dynamics Effects of Market Communication Expenditures

• المؤلفون الرئيسيون: Montgomery, David B., Silk, A.J.
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 1972
• الموضوعات: Business
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/lkcsb_research/2320; https://proquest.umi.com/pqdweb?did=618075091&sid=12&Fmt=2&clientId=44274&RQT=309&VName=PQD

This paper is concerned with the problem of measuring market response to a communications mix--the various means which a firm employs to transmit sales messages to potential buyers. Distributed lag models are applied to time series data for an ethical drug to estimate the short-run, intermediate, an...