June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Marketing-Mix Modeling
Marketing accountability also means that marketers must more precisely estimate the effects of different marketing investments. Marketing-mix models analyze data from a variety of sources such as retailer scanner data, company shipment data, as well as pricing, media, and promotion expenditure data, to understand more precisely the effects of specific marketing activities.33 To deepen understanding, marketers can conduct multivariate analyses, such as regression analysis, to investigate how each marketing element influences marketing outcomes such as brand sales or market share.
Especially popular with packaged-goods marketers such as Procter & Gamble, Clorox, and Colgate, the findings from marketing-mix modeling help ...
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