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Supporting marketing decisions by forecasting and simulation based on panel data

Date of publication: June 15, 1987

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Authors: Rudolf Lewandowski, R. Otterpohl

Abstract:

The case study will show how consumer panel data are integrated into a consumer-oriented marketing model, how hypotheses on consumer's reaction can be checked and how different pricing strategies can be simulated.

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