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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 May 14, 2024, from


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