Three detailed examples are given here for each of the subareas of product and price policy, distribution policy and advertising policy. In each case a tentative theory is postulated and evaluated in the light of the data available. Firstly, a split-run-test for measuring the brand-substitution effect of price changes is discussed. The second model refers to the estimation of the turnover of individual outlets. The final example introduces a learning type of advertising response function, which seems to be useful for auditing advertising performance on a continuous basis.
Implementation of marketing models
Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Philippe Autor Naert, Peter S.H. Leeflang
September 1, 1978
What can tobacco addiction teach us about consumer decision making?
Catalogue: Congress 2011: Impact
Authors: Alejandro Salgado-Montejo, Carlos Velasco, Cristina Blanco, Enrique Guarin
September 18, 2011
Marketing management support systems
Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Berend Wierenga, Gerrit H. van Bruggen
June 15, 1993
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