Note on Marketing Mix Models: Evaluating &Quot;Bang for the Buck&Quot;
10 Pages Posted: 5 Apr 2010
This note introduces the modeling of marketing-mix effects--model purpose, model structure, response-function types, independent vs. interactive marketing-mix effects, evaluation with spreadsheet analysis.
Keywords: market planning, marketing management, marketing mix, marketing strategy, product management, spreadsheets
Suggested Citation: Suggested Citation