Marketing Mix Modeling Using PLS-SEM, Bootstrapping the Model Coefficients

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 ...

Complex modeling in marketing using component based SEM

Structural equation modeling (SEM) is an important tool for marketing researchers to estimate a network of causal relationships linking two or more complex concepts. The PLS approach to SEM, also known as component based SEM, is becoming more prominent in estimating complex models due to its soft modeling assumptions. This study elucidates the use of component based SEM in estimating a complex ...

The 4S Web-Marketing Mix model

The paper reviews the criticism on the 4Ps Marketing Mix framework and the popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the f...

Structural Equation Modeling (SEM) Using SmartPLS Software: Analyzing Path Models Using Partial Least Squares (PLS) Based SEM

This ‘hands-on’ workshop will demonstrate how to obtain and use sophisticated, but (currently) free, visual software for assessing the measurement and structural model characteristics of path-based SEM quantitative models using a partial least squares (PLS) approach. The workshop will be presented as a teaching aid for faculty, doctoral students, and for other researchers who are engaged in SEM...

Modeling the Dynamics on the Effectiveness of Marketing Mix Elements