Foundations and Trends (R) in Marketing Series

Market Response and Marketing Mix Models

by Douglas Bowman and Hubert Gatignon

Published 15 May 2010

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.