Generic and Brand Advertising Strategies in a Dynamic Duopoly
To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the category. This ...
Prediction in Marketing Using the Support Vector Machine
Many marketing problems require accurately predicting the outcome of a process or the future state of a system. In this paper, we investigate the ability of the support vector machine to predict outcomes in emerging environments in marketing, such as ...
The Effect of Product Assortment Changes on Customer Retention
This research investigates the impact of a large-scale assortment reduction on customer retention, utilizing a model we develop to explore the effect on sales at both the store level and the category level simultaneously. We apply our model to a data ...
The Lead-Lag Puzzle of Demand and Distribution: A Graphical Method Applied to Movies
Understanding the lead-lag relationship between distribution and demand is an important and challenging issue for all marketers. It is particularly challenging in the movie industry, where the very short lifespan and decaying revenue and exhibition ...