Market Response and Marketing Mix Models

Name: Market Response and Marketing Mix Models
SKU: 7104141
Price: 142.99 AUD
Availability: InStock

Trends and Research Opportunities

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Format:

Paperback / softback

Series:

Foundations and Trends(R) in Marketing

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$142.99

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Description

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.

Release date Australia

May 15th, 2010

Author

Audience

General (US: Trade)

Pages

Series

Foundations and Trends(R) in Marketing

Dimensions

156x234x5

ISBN-13

9781601983541

Product ID

7104141

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