Boztug, Yasemin; Reutterer, Thomas - Sonderforschungsbereich 649: Ökonomisches Risiko, … - 2006
making. The latter type of models mainly focus on estimating the effects of category-level marketing mix variables on … other, namely exploratory and explanatory model types. Exploratory approaches are restricted to the task of discovering … cross-category interrelationships and provide marketing managers with only very limited recommendations regarding decision …