An Artificial Neural Net Attraction Model (ANNAM) to analyze market share effects of marketing instruments

Attraction models are very popular in marketing research for studying the effects of marketing instruments on market shares. However, so far the marketing literature only considers attraction models with certain functional forms that exclude threshold or saturation effects on attraction values.(...)

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Year of publication:	2000-11-01
Authors:	Hruschka, Harald
Publisher:	Wirtschaftsuniversität <Wien>
Subject:	Marketinginstrument \| marketing instruments \| Marktanteil \| Neuronales Netz \| Modell

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Extent:	231424 bytes 20 p. application/pdf
Series:	Wirtschaftsuniversität Wien - Forschungsbezogene elektronische Publikationen Wirtschaftsuniversität Wien - SFB Adaptive Information Systems and Modelling in Economics and Management Science / Report series ; 48
Type of publication:	Book / Working Paper
Language:	English
Classification:	Market research ; Terms and pricing policy ; Individual Working Papers, Preprints ; No country specification
Source:	USB Cologne (business full texts)

Persistent link: https://www.econbiz.de/10005841643