Prentice-Hall, 1992 - Business & Economics - 803 pages
The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or phenomena.
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THEORY AND MODELS IN MARKETING
ORGANIZATIONAL BUYING MODELS
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advertising allocation alternative analysis approach assume assumptions attributes average Blattberg brand choice buyers buying channel choice models coefficients competitive competitors components conjoint analysis constraints 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 independent 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 parameters perceptual map period potential preference price discrimination probability problem procedure profit programming promotion purchase reservation price response retailer sales force salesperson segment selling solution strategy structure sumer territory theory tion two-part tariff utility function variables vertically integrated