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Excerpt from Distributed Lag Models of Response to a Communications Mix
One of the problem areas in marketing of great practical and theo retical significance about which much remains to be learned is the nature of market response to a firm's marketing mix Extensions and elab orations of economic theory have been proposed which lead to nonnative de cision rules for obtaining an optimal mix of price, advertising, and product quality given certain general assumptions about sales response functions [35, Chapts.l and Explicit response functions of a complex nature have been formulated by Kotler [2t] and Urban [42] in building models for mar~ keting mix decisions in the case of new products. In applying these struc tures, the parameter-setting was done judgementally.
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Distributed Lag Models of Response to a Communications Mix (Classic Reprint)
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Paperback. Zustand: New. Print on Demand. This book presents a groundbreaking study on the measurement of market response to strategic communications within the pharmaceutical industry. The author utilizes econometric modeling to analyze historical data, yielding valuable insights into the impact of various promotional tactics on market share. Findings suggest that journal advertising and samples/literature are particularly effective, while direct mail shows limited short-term effects. The analysis highlights the importance of aligning promotional investments with long-term objectives. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. print-on-demand item. Bestandsnummer des Verkäufers 9781330295540_0
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