Multistage multiproduct advertising budgeting

Optimal Advertising Policy under Dynamic Conditions

Marc Nerlove, Kenneth J. Arrow · Economica · 1962 · 1K citations

Social Sciences, Business Economics, Economics +14

Models and Managers: The Concept of a Decision Calculus

John D. C. Little · Management Science · 2004 · 816 citations · Full text

Management, Marketing, Marketing Management +13

Feature Article—Aggregate Advertising Models: The State of the Art

John D. C. Little · Operations Research · 1979 · 372 citations

Business, Business Economics, Economics +13

Market response models: Econometric and time series analysis

Philip M. Parker · International Journal of Research in Marketing · 1991 · 367 citations

Social Sciences, Business Economics, Economics +14

Planning Media Schedules in the Presence of Dynamic Advertising Quality

P. A. Naik, Murali K. Mantrala, Alan G. Sawyer · Marketing Science · 1998 · 315 citations

Business, Communication, Marketing +13