Consumer attitude metrics for guiding marketing mix decisions
Dominique M. Hanssens; Koen H. Pauwels; Shuba Srinivasan; Marc Vanhuele; Gokhan Yildirim
| Year of publication: |
2014
|
|---|---|
| Authors: | Hanssens, Dominique M. ; Pauwels, Koen ; Srinivasan, Shuba ; Vanhuele, Marc ; Yildirim, Gokhan |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 33.2014, 4, p. 534-550
|
| Subject: | consumer attitude metrics | responsiveness | potential | stickiness | sales conversion | hierarchical linear model | cross-effects model | empirical generalizations | dynamic programming model | optimal marketing resource allocation | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Marktforschung | Market research | Entscheidung | Decision |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010402542