Wieringa, Jaap E. (ed.); Bijmolt, Tammo H.A. (ed.); … - 2017
emphasis on advanced methods that are used to specify, estimate and validate marketing models, including structural equation … marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the … identification of changes in marketing programs that can improve brand performance. In todays environment of information overload …
