Gian M. Fulgoni
Abstract
Marketing-mix models fundamentally are designed to measure the impact on brand sales of each of the key elements of a brand's marketing mix. Broadly, marketing-mix modeling consists of statistical analyses, such as multivariate regressions, using sales and marketing time-series data to estimate the
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Marketing-mix models fundamentally are designed to measure the impact on brand sales of each of the key elements of a brand's marketing mix. Broadly, marketing-mix modeling consists of statistical analyses, such as multivariate regressions, using sales and marketing time-series data to estimate the
Key concepts: Marketing mix, Marketing mix modeling, Marketing, Business, Measure (data warehouse), Return on marketing investment, Marketing research, Marketing strategy