FN ISI Export Format VR 1.0 PT J TI Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities - Practice Prize Winner AF Fischer, Marc Albers, Sönke Wagner, Nils Frie, Monika AU Fischer, M Albers, S Wagner, N Frie, M SO Marketing Science SN 0732-2399 VL 30 BP 568 EP 585 PY 2011 AB Previous research on marketing budget decisions has shown that profit improvement from better allocation across products or regions is much higher than from improving the overall budget. However, despite its high managerial relevance, contributions by marketing scholars are rare. In this paper, we introduce an innovative and feasible solution to the dynamic marketing budget allocation problem for multiproduct, multicountry firms. Specifically, our decision support model allows determining near-optimal marketing budgets at the country--product--marketing--activity level in an Excel-supported environment each year. The model accounts for marketing dynamics and a product's growth potential as well as for trade-offs with respect to marketing effectiveness and profit contribution. The model has been successfully implemented at Bayer, one the world's largest pharmaceutical and chemical firms. The profit improvement potential is more than 50% and worth nearly €500 million in incremental discounted cash flows. DI 10.1287/mksc.1100.0627 ER