Modeling Marketing Interactions with Application to Salesforce Effectiveness
Journal of Marketing Research(1987)
Abstract
The authors propose that a general class of market response models with marketing parameter equations be used for the study of marketing interactions. They inventory alternative model specifications of marketing mix interactions, along with the estimation procedures, and compare two that are relevant in an application to the determinants of U.S. Navy salesforce effectiveness. The authors also illustrate the importance of modeling interactions as a basis for making inferences about marketing mix resource allocation.
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Key words
marketing interactions,salesforce effectiveness,application,modeling
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