Sinopsis
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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This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
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Reseña del editor
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.
About the Publisher
Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com
This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
Reseña del editor
Excerpt from Distributed Lag Models of Response to a Communications Mix
This paper is concerned with the problem of measuring market response to a "communications mix" - the various means which a firm employs to transmit sales messages to potential buyers. Distributed lag models are applied to time series data for an ethical drug to estimate the short-run and long-run effects on market share of expenditures made for journal advertising, direct mail advertising, samples and literature, and personal selling. Important differences were found among the communications variables with respect to the magnitude and over-time pattern of effect each had on market share. The managerial implications of the findings and the contribution of this type of measurement to the evolution of marketing information systems are discussed.
About the Publisher
Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com
This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
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Distributed Lag Models of Response to a Communications Mix (Classic Reprint)
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Paperback. Condición: 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. Nº de ref. del artículo: 9781330295540_0
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PAP. Condición: New. New Book. Shipped from UK. Established seller since 2000. Nº de ref. del artículo: LW-9781330295540
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