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Research papers

A global approach to marketing mix optimisation

This paper demonstrates consumption-oriented forecasting techniques to explain the influence of individual economic fields relevant to the purchase decision on the marketing mix variables of a company. New statistical methods have been developed to...

Catalogue: Seminar 1999: Market and Competitive Intelligence
Authors: Bernd Schantz, Rudolf Lewandowski
March 1, 1999
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Citation

Schantz and Lewandowski (1999a, March 01). A global approach to marketing mix optimisation . ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/a-global-approach-to-marketing-mix-optimisation-


Research papers

The effective use of the tools of analysis by marketing-mix (French)

The problem of identifying consumer-reaction to different variables and in particular to those of pricing policy cannot be solved through the traditional approaches used up till now. We put forward here elements of the answer to the fundamental...

Catalogue: ESOMAR Congress 1988
Author: Rudolf Lewandowski
September 1, 1988
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Citation

Lewandowski, R. (1988a, September 01). The effective use of the tools of analysis by marketing-mix (French). ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/the-effective-use-of-the-tools-of-analysis-by-marketing-mix-french-


Research papers

The effective use of the tools of analysis by marketing-mix

The problem of identifying consumer-reaction to different variables and in particular to those of pricing policy cannot be solved through the traditional approaches used up till now. We put forward here elements of the answer to the fundamental...

Catalogue: ESOMAR Congress 1988
Author: Rudolf Lewandowski
September 1, 1988
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Citation

Lewandowski, R. (1988a, September 01). The effective use of the tools of analysis by marketing-mix. ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/the-effective-use-of-the-tools-of-analysis-by-marketing-mix


Research papers

Supporting marketing decisions by forecasting and simulation based on panel data

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.

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Authors: Rudolf Lewandowski, R. Otterpohl
June 15, 1987
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Citation

Lewandowski and Otterpohl (1987a, June 15). Supporting marketing decisions by forecasting and simulation based on panel data. ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/supporting-marketing-decisions-by-forecasting-and-simulation-based-on-panel-data


Research papers

Marketing models for use in practice

This paper attempts to summarize the weaknesses of marketing models which are set up with the aid of conventional methods and shows why many of these models are never used in practice. It also presents a setup, which was developed in practice and...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Rudolf Lewandowski, Heino Stöwsand
March 1, 1979
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Citation

Lewandowski and Stöwsand (1979a, March 01). Marketing models for use in practice. ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/marketing-models-for-use-in-practice