Sales response models are widely used as the basis for optimizing the marketing mix or for allocation of the sales force. Response models condition on the observed marketing mix variables and focus on the specification of the distribution of observed sales given marketing mix activities. These...

We propose an alternative approach to obtaining SKU-level preferences and response sensitivities. An attribute-level model in which the unit of analysis is the market share for an alternative created by aggregation e.g., Colgate toothpaste) is distinguished from a truly disaggregate SKU-level...

Marketing researchers have used models of consumer demand to forecast future sales; to describe and test theories of consumer behavior; and to measure the response to marketing interventions. The basic framework typically starts from microfoundations of expected utility theory to obtain a...