Market Response and Marketing Mix Models: Trends and Research Opportunities

by Hubert Gatignon and Douglas Bowman

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...

• Format: Paperback
• Language: English
• ISBN: 1601983549
• ISBN13: 9781601983541
• Release Date: April 2010
• Publisher: Now Publishers
• Length: 90 Pages
• Weight: 0.30 lbs.
• Dimensions: 0.2" x 6.1" x 9.2"