Structural Modeling and Policy Simulation: A Comment

16 Pages Posted: 14 Sep 2004

See all articles by Bart J. Bronnenberg

Bart J. Bronnenberg

Tilburg University, CentER

Peter E. Rossi

University of California, Los Angeles (UCLA) - Anderson School of Management

Naufel J. Vilcassim

London Business School

Date Written: September 9, 2004

Abstract

We review the importance of structural modeling for the purposes of simulation of the effects of changes in marketing policy. We pay particular attention to the aspects of structural modeling which present unique challenges for researchers in marketing. We also catalogue some of the advantages that marketing researchers enjoy in the development and estimation of structural models. This paper was orginially commissioned as a comment on Philip Hans Franses' paper, 'On the Use of Marketing Models for Policy Simulation', (forthcoming, Journal of Marketing Research).

Keywords: Structural models, policy evaluation, marketing instruments

JEL Classification: M3, C5, I1

Suggested Citation

Bronnenberg, Bart J. and Rossi, Peter E. and Vilcassim, Naufel J., Structural Modeling and Policy Simulation: A Comment (September 9, 2004). Available at SSRN: https://ssrn.com/abstract=589046 or http://dx.doi.org/10.2139/ssrn.589046

Bart J. Bronnenberg

Tilburg University, CentER ( email )

Warandelaan 2
Tilburg, 5037 AB
Netherlands
+31 13 466 8939 (Phone)
+31 13 466 8354 (Fax)

Peter E. Rossi (Contact Author)

University of California, Los Angeles (UCLA) - Anderson School of Management ( email )

110 Westwood Plaza
Los Angeles, CA 90095-1481
United States
773-294-8616 (Phone)

Naufel J. Vilcassim

London Business School ( email )

Sussex Place
Regent's Park
London, London NW1 4SA
United Kingdom

Register to save articles to
your library

Register

Paper statistics

Downloads
283
Abstract Views
2,116
rank
106,738
PlumX Metrics