Leeflang, Peter; Wieringa, Jaap E.; Bijmolt, Tammo H. A.; … - 2015
demand models. Its primary focus is on models that can be used by managers to support marketing decisions. The market … vastly improved. Models that provide information about the sensitivity of market behavior to marketing activities such as … marketing programs that can improve brand performance. In today's environment of information overload, the challenge is to make …
