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Creating a marketing mix model for the marketing of medical devices through public procurement
Health Marketing Quarterly, 2022The purpose of the paper is to contribute to the knowledge in the field of marketing of medical devices in the public sector. The research problem is based on verifying the correlations between the elements of the 4P marketing mix, after-sales activities and their influence on the preparation of tender documentation in the marketing of medical devices ...
Tina, Vukasović, Anita, Sluga
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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, D., Paap, R., Franses, Ph.H.B.F.
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An Optimization Model For The Market-Mix Problem In The Banking Industry
INFOR: Information Systems and Operational Research, 2000AbstractFor many years banks designed their promotional efforts to aim at the broadest possible markets in hopes of recruiting new clients. Recently, competitive measures have forced them to focus instead on a strategy of market segmentation designed to sell specific products to markets that present the best present and future opportunity for profit ...
Jean-Francois Larochelle +1 more
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2016
This chapter discusses the interaction and effectiveness of each marketing-mix element when they are used together to generate marketing synergy effects in markets. The importance of the coordinated use of these elements and their relationship with fundamental marketing concepts is examined.
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This chapter discusses the interaction and effectiveness of each marketing-mix element when they are used together to generate marketing synergy effects in markets. The importance of the coordinated use of these elements and their relationship with fundamental marketing concepts is examined.
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A Computer On-Line Marketing Mix Model
Journal of Marketing Research, 1972This 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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ON THE APPLICATION OF THE MARKETING MIX MODEL TO TYPOLOGY MARKETING ALLIANCES IN THE METAVERSES
Экономика и предпринимательство, 2023Представлена авторская типология маркетинговых альянсов в метавселенных, основанная на модели комплекса маркетинга. В качестве результата исследования выделены четыре типа маркетинговых альянсов в соответствии с элементами маркетинг-микс, рассмотрены кейсы, иллюстрирующие каждый из выделенных типов. Авторская типология позволяет расширить представления
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Market Response and Marketing Mix Models: Trends and Research Opportunities
Foundations and Trends® in Marketing, 2010Market response models help managers understand how customers collectively respond to marketing activities, and how competitors interact. When appropriately estimated, market response models can be a basis for improved marketing decision-making. Market response models can be broadly classified as: (a) those directly linking marketing stimuli or more ...
Douglas Bowman, Hubert Gatignon
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Brand management and the marketing mix model
Journal of Marketing Analytics, 2014Brand 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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A Spatial Mixed Model for Sectorial Labour Market Data
2007A 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
2010The 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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