Quantifying the benefits of individual-level targeting in the presence of firm strategic behavior

Journal of Marketing Research

Volumn 46, Issue 2, 2009, Pages 207-221

  Dong, Xiaojing ^a   Manchanda, Puneet ^b   Chintagunta, Pradeep K ^c  

^a SANTA CLARA UNIVERSITY   (United States)

^b UNIVERSITY OF MICHIGAN   (United States)

^c UNIVERSITY OF CHICAGO   (United States)

Author keywords

Hierarchical Bayesian models; Markov chain Monte Carlo methods; Pharmaceutical industry; Structural models; Target marketing

Indexed keywords

EID: 64749089238     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.46.2.207     Document Type: Article

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