Consumer attitude metrics for guiding marketing mix decisions

Marketing Science

Volumn 33, Issue 4, 2014, Pages 534-550

  Hanssens, Dominique M ^a   Pauwels, Koen H ^b   Srinivasan, Shuba ^c   Vanhuele, Marc ^d   Yildirim, Gokhan ^e  

^a UNIVERSITY OF CALIFORNIA   (United States)

^b OZYEGIN UNIVERSITY   (Turkey)

^c BOSTON UNIVERSITY   (United States)

^d HEC PARIS   (France)

^e LANCASTER UNIVERSITY MANAGEMENT SCHOOL   (United Kingdom)

Author keywords

Consumer attitude metrics; Cross effects model; Dynamic programming model; Empirical generalizations; Hierarchical linear model; Optimal marketing resource allocation; Potential; Responsiveness; Sales conversion; Stickiness

Indexed keywords

EID: 84905055363     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.2013.0841     Document Type: Article

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