Arboleda, Ana M.; Alonso, Julio C. - In: Revista de Métodos Cuantitativos para la Economía y … 22 (2016), pp. 230-249
The purpose of this study is to show marketing practitioners how to use econometric models to assess the effect of marketing actions. We use a database that includes the four competitors of a personal care product in Colombia with limited information for a period of six years. The study...
