Marketing Director applies scientific / quantitative approach to understanding and optimization of marketing your company spending decisions. His hypothesis include the concept of diminishing returns on expenditures, results ceiling, moving and slope efficiency. His team has developed a mathematical formula that provides estimates of the parameters by fitting the model to a three-year regional and national data. He must then decide how to apply the data to the maximum media expenditure. Excel spreadsheets student available. "Hide
by Paul W. Farris, Phillip E. Pfeifer Source: Darden School of Business 7 pages. Publication Date: November 18, 2010. Prod. #: UV5746-PDF-ENG
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