TY  - JOUR
AU  - Gallego, Víctor
AU  - Suarez García, Pablo
AU  - Angulo, Pablo
AU  - Gómez-Ullate Otaiza, David
PY  - 2019
DO  - 10.1002/asmb.2460
SN  - 1524-1904
UR  - https://hdl.handle.net/20.500.14352/13555
T2  - Applied stochastic models in business and industry
AB  - We propose a robust implementation of the Nerlove-Arrow model using a Bayesian structural time series model to explain the relationship between advertising expenditures of a countrywide fast-food franchise network with its weekly sales. Due to the...
LA  - eng
M2  - 479
PB  - Wiley
KW  - Bayesian structural time series
KW  - Budget allocation
KW  - Risk management
KW  - Sales forecasting.
TI  - Assessing the effect of advertising expenditures upon sales: A Bayesian structural time series model.
TY  - journal article
VL  - 35
ER  -