Publisher's Synopsis
Excerpt from Distributed Lag Models of Response to a Communications Mix
One of the problem areas in marketing of great practical and theo retical significance about which much remains to be learned is the nature of market response to a firm's marketing mix Extensions and elab orations of economic theory have been proposed which lead to nonnative de cision rules for obtaining an optimal mix of price, advertising, and product quality given certain general assumptions about sales response functions [35, Chapts.l and Explicit response functions of a complex nature have been formulated by Kotler [2t] and Urban [42] in building models for mar keting mix decisions in the case of new products. In applying these struc tures, the parameter-setting was done judgementally.
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