Affiliation:
1. Professor of Marketing at Louvain and Mons Universities of Belgium and Research Director of the Center for Socio-Economic Studies in Advertising and Marketing, Louvain.
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.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
18 articles.
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