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Market Response and Marketing Mix Models
Trends and Research Opportunities
Seiten
2010
now publishers Inc (Verlag)
978-1-60198-354-1 (ISBN)
now publishers Inc (Verlag)
978-1-60198-354-1 (ISBN)
Identifies 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; and under-studied or emerging contexts.
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.
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.
1. Introduction. 2. Stimulus or Inputs. 3. Intervening Factors: Explicitly Accounting for the Process Linking Inputs to Outputs. 4. Response or Output: "New" or Under-Studied Dependent Variables. 5. Under-Studied or Emerging Contexts. 6. Conclusions. References.
Erscheint lt. Verlag | 15.5.2010 |
---|---|
Reihe/Serie | Foundations and Trends® in Marketing |
Verlagsort | Hanover |
Sprache | englisch |
Maße | 156 x 234 mm |
Gewicht | 140 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
Wirtschaft ► Volkswirtschaftslehre ► Ökonometrie | |
ISBN-10 | 1-60198-354-9 / 1601983549 |
ISBN-13 | 978-1-60198-354-1 / 9781601983541 |
Zustand | Neuware |
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