Hierarchical marketing mix models with sign constraints
نویسندگان
چکیده
منابع مشابه
Modeling Marketing Mix
The marketing mix refers to variables that a marketing manager can control to influence a brand’s sales or market share. Traditionally, these variables are summarized as the four Ps of marketing: product, price, promotion, and place (i.e., distribution; McCarthy, 1996). Product refers to aspects such as the firm’s portfolio of products, the newness of those products, their differentiation from ...
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In 2005, Chekitan Dev and Don Schultz introduced the customer focused marketing mix (SIVA) in Marketing Management. SIVA was presented as an alternative approach to McCarthy’s classic business orientated marketing mix popularly known as the 4Ps. SIVA and 4Ps are presented here as a complementary mechanisms to shape marketing practice through considering the needs of the customer within the cons...
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Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...
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Many marketing scholars have seriously debated the status of marketing as a discipline and in the corporate practice (see for example the special issue of Journal of Marketing, October 2005). Have marketing scholars specialised excessively on narrow perspectives and thus failed to look at the bigger picture in theory and practice? Consequently, it is no wonder that this main theme of the EMAC 2...
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ژورنال
عنوان ژورنال: Journal of Applied Statistics
سال: 2021
ISSN: 0266-4763,1360-0532
DOI: 10.1080/02664763.2021.1946020