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Více informací o knize Market Response and Marketing Mix Models

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• Anotace
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Anotace knihy

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. Market Response and Marketing Mix Models describes the tools needed for achieving these objectives.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Economics Econometrics

• Plný název: Market Response and Marketing Mix Models
• Autor: Hubert Gatignon, Douglas Bowman
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 90
• EAN: 9781601983541
• ISBN: 1601983549
• ID: 04834803
• Nakladatelství: now publishers Inc
• Hmotnost: 142 g
• Rozměry: 234 × 157 × 5 mm
• Datum vydání: 15. May 2010

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