Working Papers

Choosing Response Models for Budget Allocation in Heterogeneous and Dynamic Markets: Why Simple Sometimes Does Better

Dennis Proppe and Sönke Albers

Jan 1, 2009

What is the benefit of using sophisticated estimation techniques for marketing decisions instead of simple rules of thumb? This article employs a comprehensive simulation study to test the performance of marketing decisions based on estimation results against simple decision rules for a large set of data conditions.

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