...Mehir Kumar Baidya; Partha Basu Purpose Budget allocation on individual marketing efforts is a complex issue for managers. The purpose of this paper is to estimate the elasticities of individual marketing efforts to allocate budget by taking into consideration two brands in India. Design...

... at analysing the influence of the prices policy on buying behaviour and specifically on brand choice behaviour. To this end, three dimensions related to prices will be analysed: reference price, price elasticity and price promotions. The document organised as follows. First, we show the conceptual framework...