Marketing Spending Models - Innovation and Marketing in the Pharmaceutical Industry - page 557

Table 19.2 Summary of marketing spending models

Consideration of interactions across

Type of
demand
model

Marketing
spending category

Decision
variables

Marketing
dynamics

Level of data
analysis Author/s Main focus of application Competitors Countries

Montgomery and
Silk ( 1972 )

Samples, PJA,
direct mailing

Descriptive Log-log − − − ✓ Aggregate

Parsons and Vanden
Abeele ( 1981 )

Detailing, samples,
direct mailing

Descriptive Log-log ✓ − − − Aggregate

Lilien et al. ( 1981 ) Detailing Predictive/normative Bass-type

diffusion

− − − ✓ Aggregate

Rao and Yamada
( 1988 )

Detailing Predictive Bass-type

diffusion

− − − ✓ Aggregate

Hahn et al. ( 1994 ) Total spend Predictive Bass-type

diffusion

− − − ✓ Aggregate

Berndt et al. ( 1995 ) Detailing, PJA,

DTCA

Descriptive Log-log − − − ✓ Aggregate

Shankar ( 1997 ) Detailing, PJA Descriptive/normative Log-log − ✓ − − Aggregate

Shankar et al. ( 1998 ) Total spend Descriptive Bass-type

diffusion

− ✓ − ✓ Aggregate

Dekimpe and
Hanssens ( 1999 )

Detailing, PJA Predictive Vector error

correction

✓ − − ✓ Aggregate

Rizzo ( 1999 ) Detailing Descriptive Log-log ✓ − − ✓ Aggregate

Shankar et al. ( 1999 ) Total spend Descriptive Log-log − − − − Aggregate

Gönül et al. ( 2001 ) Detailing, samples Descriptive Latent class

logit

✓ − − ✓ Individual

Neslin ( 2001 ) Detailing, PJA,

DTCA, PME

Descriptive Log-linear ✓ − − ✓ Aggregate

Wittink ( 2002 ) Detailing, PJA,

DTCA, PME

Descriptive Log-linear ✓ − − ✓ Aggregate

(continued)