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Note on Marketing Mix Models: Evaluating...

Farris, Paul W., G...

Technical Note

Note on Marketing Mix Models: Evaluating "Bang for the Buck"

Farris, Paul W.; Gale, Christopher; Olver, James

M-0339 | Published April 2, 1987 | 9 pages Technical Note

Collection: Darden School of Business

Product Details

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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