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.
Market Response and Marketing Mix Models describes the tools needed
for achieving these objectives.
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