Marketing ModelsThis work is designed to develop the quantitative foundations for marketing decisions in terms of both theoretical models to help analyze marketing issues and also decision-support models. The focus is on substantive marketing decisions rather than on methodology. |
Contents
THEORY AND MODELS IN MARKETING | 1 |
CONSUMER BEHAVIOR | 19 |
ORGANIZATIONAL BUYING MODELS | 136 |
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a₁ advertising allocation alternative analysis approach assume assumptions attributes Blattberg brand choice buyers buying channel choice models coefficients competitive competitors components conjoint analysis consumer surplus curve customers decision demand developed distribution effect elasticity equation equilibrium estimated evaluation example Exhibit expected exposure exposure value factor analysis factors firm firm's increase individual industrial interactions Journal of Marketing keting Lilien linear linear programming Lodish logit model Mahajan Management Science manufacturer marginal cost market share marketing mix marketing models Marketing Research Marketing Science maximize measure Nash equilibrium optimal outlets P₁ parameters perceptual map period potential preference price discrimination probability problem procedure profit programming promotion purchase reservation price response retailer sales force salesperson segment selling strategy structure sumer territory theory tion two-part tariff utility function variables vertically vertically integrated