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Modelling advertising budgeting and allocation decisions using modified multinomial logit market share models.

Hani I. MesakThomas L. Means
Published in: J. Oper. Res. Soc. (1998)
Keyphrases
  • market share
  • decision making
  • probabilistic model
  • parameter estimation
  • statistical models
  • real world
  • prior knowledge
  • model construction
  • multinomial logit