The right metrics for marketing-mix decisions
Ofer Mintz, Timothy J. Gilbride, Peter Lenk, Imran S. Currim
| Year of publication: |
2021
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|---|---|
| Authors: | Mintz, Ofer ; Gilbride, Timothy J. ; Lenk, Peter J. ; Currim, Imran S. |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 38.2021, 1, p. 32-49
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| Subject: | Endogenous regression | Hierarchical Bayes | Managerial decision-making | Metric effectiveness | Rational expectations | Entscheidung | Decision | Rationale Erwartung | Theorie | Theory | Bayes-Statistik | Bayesian inference | Regressionsanalyse | Regression analysis | Marketing | Führungskräfte | Managers | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2020.08.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012506514