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Note on Marketing Mix Models: Evaluating "Bang for the Buck"
Farris, Paul W.; Gale, Christopher; Olver, James
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Note on Marketing Mix Models: Evaluating "Bang for the Buck"
Farris, Paul W.; Gale, Christopher; Olver, James Technical Note M-0339 / Published April 2, 1987 / 9 pages. Collection: Darden School of Business
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This note introduces the modeling of marketing-mix effects--model purpose, model structure, response-function types, independent vs. interactive marketing-mix effects, and evaluation with spreadsheet analysis.




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  • Overview

    This note introduces the modeling of marketing-mix effects--model purpose, model structure, response-function types, independent vs. interactive marketing-mix effects, and evaluation with spreadsheet analysis.

  • Learning Objectives

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