Empirical Findings and Applications
Routing Summary
Empirical generalizations, optimal decisions, and implementation.
- What makes a generalization; meta-analysis; primary vs selective demand → Marketing Generalizations Overview
- Advertising elasticity ≈ 0.10; duration 6-9 months; coupon elasticity; promotions → Advertising and Promotion Effects
- Price elasticity ≈ −2.5; cross-effects ≈ 0.5; asymmetry; neighborhood effects → Price and Distribution Effects
- Dorfman-Steiner; ADBUDG optimization; VAR forecasting → Optimal Marketing Decisions and Forecasting
- Barriers to adoption, DSS, Kalman filter updating → Implementation of Market Response Models
| Note | Topic |
|---|---|
| Marketing Generalizations Overview | Meta-analysis, primary/selective demand, measurement error |
| Advertising and Promotion Effects | Advertising elasticity, duration, coupon elasticity, TPR, display, Frito-Lay |
| Price and Distribution Effects | Own-price −2.5, cross-price 0.5, asymmetry, clout/vulnerability, distribution |
| Optimal Marketing Decisions and Forecasting | Dorfman-Steiner, ADBUDG optimization, forecasting methods, HP case |
| Implementation of Market Response Models | DSS, calibration vs estimation, adaptive updating, organizational conditions |