Browsing by Subject "dynamic linear model"

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  • Building brands

    Ataman, M. Berk; Mela, Carl F.; van Heerde, Harald J. (Institute for Operations Research and the Management Sciences, 2008)
    Which marketing strategies are most effective for introducing new brands? This paper sheds light on this question by ascribing growth performance to firms' postlaunch marketing choices. We decompose the success of a new ...