Note on Marketing Mix Models: Evaluating &Quot;Bang for the Buck&Quot;

10 Pages Posted: 5 Apr 2010

See all articles by Christopher Gale

Christopher Gale

affiliation not provided to SSRN

Paul Farris

University of Virginia - Darden School of Business

James Olver

College of William and Mary - Mason School of Business

Abstract

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

Gale, Christopher and Farris, Paul and Olver, James, Note on Marketing Mix Models: Evaluating &Quot;Bang for the Buck&Quot;. Darden Case No. UVA-M-0339. Available at SSRN: https://ssrn.com/abstract=1583787

Christopher Gale (Contact Author)

affiliation not provided to SSRN

No Address Available

Paul Farris

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

James Olver

College of William and Mary - Mason School of Business ( email )

P.O. Box 8795
Williamsburg, VA 23187-8795
United States

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