Market Response and Marketing Mix Models takes a forward-looking perspective identifying research opportunities related to market response and marketing mix models falling under four broad areas:
- ""New"" or under-studied inputs and/or ""richer"" measures of inputs constructs.
- Explicitly accounting for the process linking inputs to outputs.
- ""New"" or under-studied dependent variables.
- Under-studied or emerging contexts.
Each section covers three broad areas related to marketing mix models – data issues and requirements, methodologies (i.e., traditional econometrics; Bayesian methods; structural models), and substantive findings. As quantitative information about markets and marketing actions has become widely available, modern marketing is presented with both a challenge and an opportunity: how to analyze this information accurately and efficiently, and how to use it to enhance marketing productivity. The book describes the tools needed for achieving these objectives.
- ISBN13 9781601983541
- Publish Date 15 May 2010
- Publish Status Active
- Publish Country US
- Imprint now publishers Inc
- Format Paperback
- Pages 90
- Language English
- URL https://nowpublishers.com/article/Details/MKT-015