Effective Marketing Spending by Platform FirmsJan 01, 2010 Murali Mantrala, University of Missouri-Columbia
Murali Mantrala focuses on effective marketing and salesforce spending strategies by two-sided platform firms—for example, media firms, sports clubs, and…
The Impact of Sales Control Systems on Sales Behaviors and Customer Relationships: Evidence from ChinaJan 1, 2010 Guangping Wang, Wenyu Dou, and Nan Zhou, 2010, 10-201
Develops a model to examine how sales control systems influence relationship outcomes through their effects on customer-directed behaviors in different environmental conditions; based on survey data from B2B buyer-seller dyads in China.
DEA with Econometrically Estimated Individual Coefficients: A Pharmaceutical Sales Force ApplicationJan 1, 2010 André Bielecki and Sönke Albers, 2010, 10-200
Proposes a benchmarking model based on multiple observations per unit that combines econometric estimation of individual coefficients of sales response functions with DEA evaluation techniques. An application for the sales force of a pharmaceutical company illustrates how this method changes the benchmarking results and increases the potential for efficiency improvement.
Finding the Right Compensation MixSep 01, 2009
How to motivate sales agents to keep their annual quotas in sight
Dynamic Marketing Investment Strategies for Platform FirmsJan 1, 2009 Shrihari Sridhar, Murali K. Mantrala, Prasad A. Naik, and Esther Thorson, 2009, 09-121
Develops normative budgeting and allocation rules using a two-sided dynamic sales response model; tests the model using data from a daily newspaper company.
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