Journal article
Technical Note—A Simpler Estimation Procedure for a Micromodeling Approach to the Advertising-Sales Relationship
Marketing science (Providence, R.I.), Vol.5(3), pp.269-272
08/1986
DOI: 10.1287/mksc.5.3.269
Abstract
In a well-known article, Blattberg and Jeuland (Blattberg, R. C., A. P. Jeuland. 1981. A micromodeling approach to investigate the advertising-sales relationship. Management Sci. 27 (September) 988–1005.) apply nonlinear estimation to a market level model based on aggregation of an individual level model of consumer response to advertising. In this paper, a simpler estimation technique is developed and successfully employed for that same model.
Details
- Title: Subtitle
- Technical Note—A Simpler Estimation Procedure for a Micromodeling Approach to the Advertising-Sales Relationship
- Creators
- Charles B. Weinberg - University of British ColumbiaDoyle L. Weiss - University of British Columbia
- Resource Type
- Journal article
- Publication Details
- Marketing science (Providence, R.I.), Vol.5(3), pp.269-272
- DOI
- 10.1287/mksc.5.3.269
- ISSN
- 0732-2399
- eISSN
- 1526-548X
- Number of pages
- 4
- Language
- English
- Date published
- 08/1986
- Academic Unit
- Marketing
- Record Identifier
- 9984963435002771
Metrics
1 Record Views