Decision models or descriptive models?

International Journal of Research in Marketing

Volumn 17, Issue 2-3, 2000, Pages 147-158

  Ehrenberg, Andrew S C ^a   Barnard, Neil R ^a   Sharp, Byron ^b  

^a LONDON SOUTH BANK UNIVERSITY   (United Kingdom)

^b UNIVERSITY OF SOUTH AUSTRALIA   (Australia)

Author keywords

Brand performance measures; Decision support; Dirichlet; Empirical generalisations; Logits; Marketing insights; Marketing mix; Sales

Indexed keywords

EID: 0006387650     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/s0167-8116(00)00018-5     Document Type: Article

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