Items where Author is "Esteban-Bravo, Mercedes"

Esteban-Bravo, Mercedes and Vidal-Sanz, Jose M. and Yildirim, Gokhan (2015) Historical impact of technological change on the US mass media advertising expenditure. Technological Forecasting and Social Change, 100. pp. 306-316. ISSN 0040-1625

Esteban-Bravo, Mercedes and Vidal-Sanz, Jose M. and Yildirim, Gokhan (2014) Valuing customer portfolios with endogenous mass-and-direct-marketing interventions using a Stochastic Dynamic Programming Decomposition. Marketing Science, 33 (5). pp. 621-640. ISSN 0732-2399