Market Response and Marketing Mix Models - Trends and Research Opportunities (Paperback)

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.

General

Imprint:	Now Publishers Inc
Country of origin:	United States
Series:	Foundations and Trends (R) in Marketing
Release date:	May 2010
First published:	April 2010
Authors:	Douglas Bowman • Hubert Gatignon
Dimensions:	234 x 156 x 5mm (L x W x T)
Format:	Paperback
Pages:	90
ISBN-13:	978-1-60198-354-1
Categories:	Books > Business & Economics > Economics > Econometrics > Economic statistics Books > Business & Economics > Business & management > Sales & marketing > Market research Promotions
LSN:	1-60198-354-9
Barcode:	9781601983541

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