Author Profile

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

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

M-0339 | Published April 02, 1987 | 9 pages Technical Note

Collection: Darden School of Business

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 ... Read More