Two endemic problems face researchers in the social sciences (e.g., Marketing, Economics, Psychology, and Finance): unobserved heterogeneity and measurement error in data. Structural equation modeling is a powerful tool for dealing with these difficulties using a simultaneous equation framework...

This paper develops a marketing mix model under uncertainty using the Capital Asset Pricing Model (CAPM) valuation framework. The model is general because it treats price, advertising and personal selling simultaneously, and allows for general patterns of uncertainty. Because the manager often...