Concepedia

Promotional Allocation

Promotional Allocation is a strategic planning construct that specifies the distribution of promotional resources across channels, audiences, or time periods to maximize marketing effectiveness within a given budget.

26

Publications

1K

Citations

56

Authors

43

Institutions

Publications per year

2017–2026

3

Parents

Publications

26

The allocation of promotion budget to maximize customer equity

Paul D. Berger, Nada Nasr Bechwati · Omega · 2001 · 166 citations

, , +13

Strategic marketing management: planning, implementation and control

Choice Reviews Online · 1992 · 155 citations

, , +17

Game-Theory Models in the Allocation of Advertising Expenditures

Lawrence M. Friedman · Operations Research · 1958 · 149 citations

, , +12

Linking Advertising to Box Office Performance of New Film Releases: A Marketing Planning Model

Fred S. Zufryden · Journal of Advertising Research · 1996 · 94 citations

, , +15

Advertising vs sales promotion: a brand management perspective

George S. Low, Jakki J. Mohr · Journal of Product & Brand Management · 2000 · 81 citations

, , +17

1–5 of 26

Authors

56

  1. PE
    Peter E. Rossi

    University of Chicago, United States

    2 publications · 85 citations

    2

    h-index

  2. PB
    Peter Boatwright

    Carnegie Mellon University, United States

    2 publications · 85 citations

    2

    h-index

  3. RM
    Robert McCulloch

    University of Stirling, United Kingdom

    2 publications · 85 citations

    2

    h-index

  4. JD
    Joel Dean

    Columbia University, United States

    2 publications · 38 citations

    2

    h-index

  5. SK
    Shlomo Kalish

    Tel Aviv University, Israel

    1 publications · 44 citations

    1

    h-index

1–5 of 56

Institutions

43

  1. Columbia University

    New York, United States

    2 h-index

    2 publications

    38 citations

  2. University of Chicago

    Chicago, United States

    2 h-index

    4 publications

    170 citations

  3. Carnegie Mellon University

    Pittsburgh, United States

    2 h-index

    2 publications

    85 citations

  4. Slippery Rock University

    Slippery Rock, United States

    1 h-index

    1 publications

    13 citations

  5. King's College London

    London, United Kingdom

    1 h-index

    1 publications

    17 citations

  6. University of Montana

    Missoula, United States

    1 h-index

    1 publications

    81 citations

  7. Vidyasagar University

    Medinīpur, India

    1 h-index

    2 publications

    56 citations

  8. East Carolina University

    Greenville, United States

    1 h-index

    1 publications

    17 citations

1–8 of 43

Venues

  1. Journal of Business Research

    JBR · 2 publications · 45 citations

    2

    h-index

  2. Journal of Marketing

    JM · 2 publications · 38 citations

    2

    h-index

  3. 2

    h-index

  4. Journal of Product & Brand Management

    1 publications · 81 citations

    1

    h-index

  5. Marketing Letters

    1 publications · 28 citations

    1

    h-index

1–5