论文信息 - Sales-Advertising Cross-Elasticities and Advertising Competition

Sales-Advertising Cross-Elasticities and Advertising Competition

The measurement of the effect of one brand's advertising on the sales of another brand is accomplished using improved estimation procedures. The interpretation of parameter estimates is enhanced through transformation into sales-advertising elasticities. Normative implications of the model are investigated.

D. Clarke | Darral G. Clarke

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