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Market Response and Marketing Mix Models: Trends and Research Opportunities

Hubert Gatignon

Published by Now Publishers
ISBN 10: 1601983549 / ISBN 13: 9781601983541
New / Paperback / Quantity Available: 20
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Title: Market Response and Marketing Mix Models: ...

Publisher: Now Publishers

Binding: Paperback

Book Condition: New

Book Type: Paperback

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Paperback. 90 pages. Dimensions: 9.5in. x 6.0in. x 0.4in.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 andor 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. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Bookseller Inventory # 9781601983541

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