Estimating Marketing Policy Effects on Sales of a Frequently Purchased Product
Open Access
- 1 August 1970
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 7 (3) , 338-347
- https://doi.org/10.1177/002224377000700309
Abstract
Determining the optimal marketing mix for a firm requires information about the sales effects of the marketing policies under consideration. A model and estimation procedure to obtain such market intelligence for frequently purchased products are described and some empirical results are discussed.Keywords
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