S-shape response function exhibits increasing returns to scale at low levels (threshold) and diminishing returns at high levels (saturation) of marketing effort
Hydrus
Budgeting for Marketing Communications: Establishing the Budget Through Marginal Analysis, Sales Response Models, and Top-Down vs Bottom-Up Approaches, PDF, Top Down And Bottom Up Design
An S-shaped response curves representing tumor control probability
A Primer on S-Curves (and How to Jump Them)
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Chapter07
Advertising Budget - Objectives, Approaches, Methods - BBA
Sigmoid function - Wikipedia
Is Once Really Enough? Making Generalizations about Advertising's Convex Sales Response Function
Concave and S-curve response functions
