Overview

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.

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9781601983541

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