Archive

Brand management and the marketing mix model

On April 25th, 2014, posted in: Publications by | Comments Off on Brand management and the marketing mix model

Successful brand management requires a simultaneous holistic view of all players in the market. Conventional marketing mix analysis, however, focuses solely on individual brands in isolation.  This paper argues that a dynamic version of the discrete choice attraction model is an ideal alternative, with practical benefits for the manufacturer-retailer relationship.

Dynamic marketing mix modelling and digital attribution

On February 11th, 2014, posted in: Publications by | Comments Off on Dynamic marketing mix modelling and digital attribution

P. M. Cain Admap February 2014 In order to maintain its relevance in the modern digital economy, the traditional marketing mix model needs to be re-structured to incorporate digital media. This article presents a general dynamic approach that explicitly models the offline-online consumer purchase journey. Download