Description
Now Publishers Inc Market Response and Marketing Mix Models Trends and Research Opportunities by Douglas Bowman, Hubert Gatignon
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:_x000D__x000D_""New"" or under-studied inputs and/or ""richer"" measures of inputs constructs._x000D_Explicitly accounting for the process linking inputs to outputs._x000D_""New"" or under-studied dependent variables._x000D_Under-studied or emerging contexts._x000D__x000D__x000D__x000D_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._x000D_ Table of contents :- _x000D_
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._x000D_