Business Case Studies & Business Publications

Understanding the Resource Allocation Process (VIDEO)

M-0927 | Published January 25, 2017 | Duration 8:31 Video

Collection: Darden School of Business

Product Details

This eight-minute video is part of a series on marketing analytics. Using the hypothetical example of Pfizer, Raj Venkatesan applies a system-of-metrics framework to determine the resource allocation of Pfizer's sales calls. In this case, using empirical relationships, Pfizer can determine the optimal number of sales calls to grow sales and increase the profit per physician.