Note on Marketing Mix Models: Evaluating...
Farris, Paul W., G...
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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