A Computer On-Line Marketing Mix Model
Open Access
- 1 May 1972
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 9 (2) , 119-126
- https://doi.org/10.1177/002224377200900201
Abstract
This approach to developing and implementing a dynamic, competitive marketing mix model for a major oil company combined econometric methods, simulation techniques, and subjective judgments. Regression coefficients provided estimates of the response functions of the different inputs.Keywords
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