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Market Response and Marketing Mix Models : Trends and Research Opportunities, Paperback / softback Book

Market Response and Marketing Mix Models : Trends and Research Opportunities Paperback / softback

Part of the Foundations and Trends (R) in Marketing series

Paperback / softback

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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.

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£53.95

£44.25

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