Characteristics based discrete choice models of demand have been used extensively in both economics and marketing. The basic endeavor in these models is to view products as bundles of characteristics, with consumer preferences defined over this characteristics space. In the context of brand...

Different objectives such as category demand expansion or market share stealing warrant the use of different marketing instruments. To help brand managers make informed decisions, it is essential that marketing mix models appropriately measure their effects. Random Utility Models (RUM) that have...