Results 201 to 210 of about 1,787 (245)

Marketing-Mix-Analyse — Ein spieltheoretisches modell

der markt, 1999
The paper presents a game modelling the decisions in combining a complete marketing-mix under competition of two small companies. The model is derived from the criticism of traditional marketing-mix-analysis. Therefore, the paper first discusses traditional models (heuristical and analytical) as well as solutions of integrating competition and game ...
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Brand management and the marketing mix model

Journal of Marketing Analytics, 2014
Brand management is typically defined as the way in which brands are positioned in the marketplace, both in terms of tangibles such as price, packaging and the marketing mix and intangibles such as consumer perceptions and brand equity. The conventional marketing mix model is often used to inform the tangible elements, but is lacking into two key ...
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Chapter 15 Marketing-mix models

1993
Publisher Summary This chapter reviews the literature concerning models that involve more than one marketing decision variable. The chapter discusses models to estimate the impact of marketing-mix variables and their interactions. The chapter also reviews normative marketing models. It includes a review of optimal marketing-mix allocation rules based
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A Computer On-Line Marketing Mix Model

Journal of Marketing Research, 1972
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.
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Modeling dynamic effects of the marketing mix on market shares [PDF]

, 2003
To comprehend the competitive structure of a market, it is important to understand the short-run and long-run effects of the marketing mix on market shares. A useful model to link market shares with marketing-mix variables, like price and promotion, is the market share attraction model.
Fok, Dennis, Paap, Richard, Franses, Philip Hans   +2 more
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A Spatial Mixed Model for Sectorial Labour Market Data

2007
A vast literature has been recently concerned with the analysis of variation in overdispersed counts across geographical areas. In this paper, we extend the univariate semiparametric models introduced by Biggeri et al. (2003) to the analysis of multiple spatial counts.
ALFO', Marco, POSTIGLIONE P.
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Marketing Mix Modelling and Return on Investment

2010
The marketing mix model is a widely used tool to evaluate Return on Investment (ROI) and inform optimal allocation of the marketing budget. Economics and econometrics lie at the heart of the process. In the first place, the model structure is derived from microeconomic theories of consumer demand ranging from single equations of product sales to full ...
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BRANDAID: A Marketing-Mix Model, Part 1: Structure

Operations Research, 1975
Marketing managers make decisions about price, advertising, promotion, and other marketing variables on the basis of factual data, judgments, and assumptions about how the market works. BRANDAID is a flexible, on-line model for assembling these elements to describe the market and evaluate strategies.
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Quantitative Marketing-Mix-Modelle — Darstellung und Kritik

1979
Wie bereits erwahnt, findet sich in der Literatur eine ganze Reihe quantitativer Untersuchungen zum Problem des optimalen Marketing-Mix. Bei den dort eingesetzten Modellen handelt es sich zum Teil um Optimierungsmodelle, grostenteils werden jedoch Simulationsmodelle verwendet, die — je nach Aggregations-niveau — in Mikro- und Makro-Simulationsmodelle ...
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Endogenous Role in Mixed Markets: A Two‐Production‐Period Model

Southern Economic Journal, 2003
In this paper, I investigate endogenous roles in a mixed duopoly, where private and state‐owned public turns compete, by allowing two production periods. I find that many equilibria exist, including the Coumot‐type equilibrium and one Stackelberg‐type equilibrium where the public firm becomes the follower.
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