Title:

Estimating Demand Heterogeneity Using Aggregated Data: An Application to the Frozen Pizza Category

Authors:

Paulo Albuquerque (U Rochester)
Bart Bronnenberg (U Tilburg)

Journal:

Marketing Science

Year:

2009

Volume:

28

Pages:

356-372

JEL codes:

L21 - Business Objectives of the Firm
L66 - Food; Beverages; Cosmetics; Tobacco
M31 - Marketing
M37 - Advertising