Working Paper
Dynamic Marketing Investment Strategies for Platform Firms
Jan 1, 2009
Develops normative budgeting and allocation rules using a two-sided dynamic sales response model; tests the model using data from a daily newspaper company.
Working Paper
Dynamic Marketing Investment Strategies for Platform Firms
Jan 1, 2009
Develops normative budgeting and allocation rules using a two-sided dynamic sales response model; tests the model using data from a daily newspaper company.