Market Response and Marketing Mix Models: Trends and Research Opportunities by D

Description: Market Response and Marketing Mix Models by Douglas Bowman, Hubert Gatignon 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. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher 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. Table of Contents 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. Details ISBN1601983549 Author Hubert Gatignon Short Title MARKET RESPONSE & MARKETING MI Language English ISBN-10 1601983549 ISBN-13 9781601983541 Media Book Format Paperback Year 2010 Birth 1965 Pages 90 Imprint now publishers Inc Place of Publication Hanover Country of Publication United States Illustrations black & white illustrations Subtitle Trends and Research Opportunities DOI 10.1561/1700000015 AU Release Date 2010-05-15 NZ Release Date 2010-05-15 US Release Date 2010-05-15 UK Release Date 2010-05-15 Publisher now publishers Inc Series Foundations and Trends® in Marketing Publication Date 2010-05-15 Alternative 9781601983558 DEWEY 658.802 Audience General We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:161892535;

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