Economics and econometrics in modern marketing mix modelling

Economics and econometrics in modern marketing mix modelling

On January 22nd, 2015, posted in: Econometric Modelling by Comments Off on Economics and econometrics in modern marketing mix modelling

economicsThis article outlines the consumer behavioural foundations of the Marketing Mix Model, ranging from microeconomic competitive structures and on and offline paths to purchase, through to long-term media effects and heterogeneity of consumer response. Download

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