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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Bibliographic Details
Main Author: Greene, Mallik
Format: Others
Published: ScholarWorks @ Georgia State University 2014
Subjects:
Online Access:http://scholarworks.gsu.edu/bus_admin_diss/43
http://scholarworks.gsu.edu/cgi/viewcontent.cgi?article=1044&context=bus_admin_diss

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