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: qNewq or under-studied inputs and/or qricherq measures of inputs constructs. Explicitly accounting for the process linking inputs to outputs qNewq 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. Market Response and Marketing Mix Models describes the tools needed for achieving these objectives.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: aquot;Newaquot; or under-studied inputs and/or aquot;richer ...
|Title||:||Market Response and Marketing Mix Models|
|Author||:||Douglas Bowman, Hubert Gatignon|
|Publisher||:||Now Publishers Inc - 2010|