Modeling the Dynamics on the Effectiveness of Marketing Mix Elements
The objective of this study is to conduct a marketing mix modeling to measure the effectiveness of past marketing activities on the product sales using a time-varying effect model (TVEM) approach. The longitudinal intensive data for this study has come from a large ice cream manufacturer in USA. Tra...
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| Format: | Others |
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ScholarWorks @ Georgia State University
2014
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| Online Access: | http://scholarworks.gsu.edu/bus_admin_diss/43 http://scholarworks.gsu.edu/cgi/viewcontent.cgi?article=1044&context=bus_admin_diss |