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Market response and marketing mix models: trends and research opportunities

Author: Bowman, Douglas ; Gatignon, HubertINSEAD Area: MarketingPublisher: Now Publishers, 2010.Language: EnglishDescription: 79 p. ; 24 cm.ISBN: 9781601983541 ; 9781601983558 (eBook)ISSN: 15550753Type of document: INSEAD Book Online Access: Click here Note: Originally published as "Foundations and trends in marketing", Vol.4, Issue 3, 2009Bibliography/Index: Includes bibliographical referencesAbstract: Market response models help managers understand how customers collectively respond to marketing activities, and how competitors interact. When appropriately estimated, market response models can be a basis for improved marketing decision making. Market response models can be classified as a) those directly linking marketing response stimuli or inputs to market response outputs, and b) those that also model a mediating process. Inputs include marketing instruments (i.e., marketing mix variables) and environmental variables. This monograph takes a forward-looking perspective, including trends, to identify research opportunities related to market response and marketing mix models as falling under four broad areas: 1) “New” or under-studied inputs and/or “richer” measures of input constructs; 2) Explicitly accounting for the process linking inputs to outputs; 3) “New” or under-studied dependent variables; 4) Under-studied or emerging contexts.
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Item type Current location Collection Call number Status Date due Barcode Item holds
INSEAD Book Asia Campus
INSEAD Publications Display
Print HF5415.2 .B69 2010
(Browse shelf)
900205147
Consultation only 900205147
INSEAD Book Asia Campus
INSEAD Publications Display
Print HF5415.2 .B69 2010
(Browse shelf)
900204761
Available 900204761
INSEAD Book Digital Library
E-book HF5415.2 .B69 2010
(Browse shelf)
Available
INSEAD Book Europe Campus
Main Collection
Print HF5415.2 .B69 2010
(Browse shelf)
001272758
Available 001272758
Total holds: 0

Originally published as "Foundations and trends in marketing", Vol.4, Issue 3, 2009

Includes bibliographical references

Market response models help managers understand how customers collectively respond to marketing activities,
and how competitors interact. When appropriately estimated, market response models can be a basis for
improved marketing decision making. Market response models can be classified as a) those directly linking
marketing response stimuli or inputs to market response outputs, and b) those that also model a mediating
process. Inputs include marketing instruments (i.e., marketing mix variables) and environmental variables. This
monograph takes a forward-looking perspective, including trends, to identify research opportunities related to
market response and marketing mix models as falling under four broad areas: 1) “New” or under-studied inputs
and/or “richer” measures of input constructs; 2) Explicitly accounting for the process linking inputs to outputs;
3) “New” or under-studied dependent variables; 4) Under-studied or emerging contexts.

Digitized

Market Response and Marketing Mix Models: Trends and Research Opportunities Contents 1 Introduction 1 2 Stimulus or Inputs 2.1 "New" (or Under-Studied) Inputs 2.2 'Richer' Measures of Inputs Constructs 2.3 Summary: Stimulus or Inputs 3 Intervening Factors: Explicitly Accounting for the Process Linking Inputs to Outputs 3.1 Chain-Link or Cascading Frameworks 3.2 Hierarchical Models 3.3 Accounting for Spatial Aspects in Market Response 3.4 Data Fusion 3.5 Summary: Explicitly Accounting for the Process Linking Inputs to Outputs 4 Response or Output: "New" or Under-Studied Dependent Variables 4.1 Financial Variables 4.2 Under-Studied Levels of Aggregation 4.3 Better Accounting of Processes That Do Not End in a Purchase 5 5 9 12 13 13 15 16 18 19 21 21 34 37 4.4 Intangible-Dependent Variables 4.5 Summary: New or Under-studied Dependent Variables 5 Under-Studied or Emerging Contexts 5.1 Increasing Receptivity for Some Industry-Specific Contexts 5.2 Marketing in a Downturn Economy 5.3 Across-Country and Spatial Market Response Models 5.4 Accounting for New (Internet) and Multichannel Contexts 5.5 Business Market Response Models 5.6 Summary: Under-Studied or Emerging Contexts 6 Conclusions References 39 40 41 41 47 51 54 59 60 61 63

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