Relevant bibliographies by topics / Marketing-Mix

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Marketing-Mix'

Author: Grafiati
Published: 4 June 2021
Last updated: 11 June 2025

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Journal articles on the topic "Marketing-Mix"

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Ahmed, N. Md Faiyaz. "Rural Marketing Mix." International Journal of Trend in Scientific Research and Development Volume-1, Issue-5 (2017): 384–87. http://dx.doi.org/10.31142/ijtsrd2305.

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Warrink, Dennis. "The Marketing Mix in a Marketing 3.0 Context." INTERNATIONAL JOURNAL OF INNOVATION AND ECONOMIC DEVELOPMENT 4, no. 4 (2018): 7–30. http://dx.doi.org/10.18775/ijied.1849-7551-7020.2015.44.2001.

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Modern society is becoming increasingly aware of the necessity to behave sustainably which resulted in higher expectations towards sustainable practices of businesses. Thus, Marketing 3.0, a concept developed by Kotler, Kartajaya, and Setiawan (2010) which takes a more sustainable approach towards marketing, received an increasing amount of attention in the academic and practical world. This paper, therefore, identified the various influences this new marketing era has on the widely known and accepted 7P Marketing Mix to provide a valuable literature basis for the effect of Marketing 3.0 on marketing practices in the form of an in-depth literature review. Furthermore, an evaluation of ethical issues regarding the new marketing era is presented with the aim of receiving a comprehensive and critical overview of this new emerging topic. The use of Marketing 3.0 practices is expected to generate benefits for customers and companies simultaneously by creating a more sustainable and making the world a better place. The efficient use Marketing 3.0 also aims to result in higher consumer trust through the use of collaboration practices. Moreover, findings suggest that Marketing 3.0 highly impacts six out of the seven Marketing Mix Ps, namely product, price, promotion, process, people, and physical evidence, as well as mildly influences place. Therefore, the concept of Marketing 3.0 is a crucial extension of current marketing practices by providing economic profits, while at the same time taking into consideration environmental, ethical, and social factors.
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Aly, S., and I. Vrana. "Fuzzy expert marketing-mix model." Agricultural Economics (Zemědělská ekonomika) 51, No. 2 (2012): 69–79. http://dx.doi.org/10.17221/5079-agricecon.

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A marketing-mix setting model is presented. The all four P’s are integrated and identified. The model makes strong utilization of relevant experts’ knowledge and expertise through a fuzzy-decision-making system tailored to dynamically set the marketing-mix periodically in response to changing business environment. Quantitative, qualitative, uncertain, and vague variables are handled necessary to provide a realistic solution. The proposed model is particularly applicable to changing business environments that are full of such qualitative, stochastic, uncertain, and vague variables as in the case of agricultural business (e.g., agro-food companies, fertilizers and agro-chemical producers), and generally applicable to any other business sector. The method can be considered as the fuzzy-expert system for determining values of the marketing decision variables. 
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Kumar, Prashant, and Bhimrao Ghodeswar. "Green Marketing Mix." International Journal of Asian Business and Information Management 6, no. 3 (2015): 42–59. http://dx.doi.org/10.4018/ijabim.2015070104.

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The purpose of this paper is to report the findings of a systematic review of literature in green marketing domain and to propose directions for future research. Green marketing issues are delineated from literature extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the natural environment, businesses modify their behaviour in an attempt to address society's concerns. Based on the literature review, the conceptual review and direction for future research have been delineated and discussed. The paper concludes with the evidences of integration between sustainability and marketing in forms of corporate environmental actions and green marketing practices in businesses. The paper deals with the concept of 4-Ps and the green marketing practice as business response to the increasing environmental consciousness of consumers in the market. The discussion highlights future research avenues and consequent implications for marketers of green products in designing their marketing strategies.
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Shoham, Aviv. "Marketing-Mix Standardization:." Journal of Global Marketing 10, no. 2 (1996): 53–73. http://dx.doi.org/10.1300/j042v10n02_04.

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Todorova, G. "Marketing communication mix." Trakia Journal of Science 13, Suppl.1 (2015): 368–74. http://dx.doi.org/10.15547/tjs.2015.s.01.063.

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Londhe, B. R. "Marketing Mix for Next Generation Marketing." Procedia Economics and Finance 11 (2014): 335–40. http://dx.doi.org/10.1016/s2212-5671(14)00201-9.

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Mahmoud, Thoria Omer. "Green Marketing: A Marketing Mix concept." International Journal of Electrical, Electronics and Computers 4, no. 1 (2019): 20–26. http://dx.doi.org/10.22161/eec.4.1.3.

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Grönroos, Christian. "From Marketing Mix to Relationship Marketing." Management Decision 32, no. 2 (1994): 4–20. http://dx.doi.org/10.1108/00251749410054774.

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Kubo, Tomokazu. "Variation of Marketing Mix:." Japan Marketing Journal 42, no. 1 (2022): 17–27. http://dx.doi.org/10.7222/marketing.2022.032.

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Dissertations / Theses on the topic "Marketing-Mix"

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Saint-Esteven, Alain. "Marketing mix et diététique." Bordeaux 2, 1992. http://www.theses.fr/1992BOR2P004.

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Delpiano, Carla. "Marketing mix de Herceptin Subcutáneo." Tesis, Universidad de Chile, 2012. http://www.repositorio.uchile.cl/handle/2250/117148.

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Tesis para optar al grado de Magíster en Marketing<br>Delpiano, Carla [Parte III]<br>Autor no autoriza el acceso a texto completo de su documento.<br>Apoyándonos en la historia de é xito que ha tenido Herceptin IV, se desarrollan las tácticas promocionales para la entrada del nuevo producto al mercado, antes de que la competencia obtenga los permisos necesarios para anunciar su llegada. Basándonos en los resultados entregados por el análisis situacional y la investigación de mercado, se obtienen tres pilares fundamentales para las tácticas del período analizado, las que se convertirán en el hilo conductor de promoción: 1. Desmitificar percepciones acerca de medicamentos subcutáneos 2. Gen erar evidencia de los beneficios para asegurar continuidad de uso 3. Fidelizar a los stakeholders con la historia de Herceptin Siguiendo con lo que se ha estado haciendo durante estos años con la versión intravenosa del medicamento , se propone acompaña r con actividades especiales a cada uno de nuestros stakeholders, incluyendo por primera vez con fuerza a las pacientes, quienes habían sido dejadas en un segundo plano, mientras la compañía se enfocaba en los oncólogos y en los pagadores. Durante un año, y a través de información científica respaldada por los buenos resultados que se han obtenido en otros lugares del mundo, se pretende demostrar los beneficios que se logran con la utilización de este producto, el que mejorar de gran forma la calidad de vida d e las pacientes y que trae ahorros en los costos de administración del medicamento en las instituciones de salud
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Ryabchun. "THE CONCEPTION OF MARKETING MIX." Thesis, Київ 2018, 2018. http://er.nau.edu.ua/handle/NAU/33894.

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Andrews, Rick L. "Temporal changes in marketing mix effectiveness." Diss., This resource online, 1992. http://scholar.lib.vt.edu/theses/available/etd-07282008-134759/.

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Lahtinen, Ville. "Assessing the effectiveness of the marketing mix in social marketing." Thesis, Griffith University, 2018. http://hdl.handle.net/10072/381271.

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This research investigates whether a program utilising a full commercial marketing mix (4P) is more effective than a program using a promotion-only approach in increasing fruit and vegetable (FV) intake of children. Additionally, this research examines the effectiveness of the parental component of the same program examining the attitudes, subjective norms, behavioural control and intentions of parents for serving more fruit and vegetables to their children. Finally, the last study investigates the benefits and barriers of parents for serving fruit and vegetables, as separate groups of food, to their children as a first step to enhance the effectiveness of the parent component of the program. This research program responds to previous criticisms in social marketing about the relevance of the marketing mix. While social marketers such as Gordon (2012), Peattie & Peattie (2003), Wood (2008) and Tapp & Spotswood (2013) have criticised the marketing mix their criticisms are not founded on empirical data examining the effectiveness of the 4Ps. Further, systematic social marketing literature reviews show that most social marketing programs do not use the full marketing mix (4P) and most programs rely on promotion strategies (Carins & Rundle-Thiele, 2014b; Kubacki, Ronto, Lahtinen, Pang, & Rundle-Thiele, 2017; Kubacki, Rundle-Thiele, Lahtinen, & Parkinson, 2015; Kubacki, Rundle-Thiele, Pang, & Buyucek, 2015). Therefore before one can criticise the marketing mix or develop new models (see Tapp & Spotswood, 2013) and move beyond the 4Ps altogether, fundamental field experimental research is required to test whether a 4P approach is superior to a 1P approach. As a result, the first research question in Study 1 is: RQ1: Is an intervention using 4Ps more effective than an intervention using only 1P in increasing FV intake for Finnish children? The study demonstrated that the program using a full commercial marketing mix (4Ps) was more effective than the program using a promotion-only approach in creating behaviour change. The children participating in the 4P program showed a significant increase in FV intake at breakfast and breakfast and dinner combined. The children in the 1P program and control group showed no significant differences. Future research could benefit from empirically testing alternative marketing mix models. The second study aims to expand views beyond the downstream audience (children) and focus on an important midstream audience, the parents, who have a significant impact on their children’s FV intake. The social marketing discipline has been known for focusing on downstream audiences, while the importance of midstream and upstream audiences has been recently acknowledged (Gordon, 2013; Hoek & Jones, 2011; Russell-Bennett, Wood, & Previte, 2013). To contribute to the midstream literature in social marketing, the second research question asks: RQ2: Can a social marketing FV campaign increase the attitudes, subjective norms, perceived behavioural control, and intentions for parents to serve more FVs to their children? The results of the study showed some promising effects for the parent component, as there was a significant increase in subjective norms and behavioural control towards parents serving more FV to their children. The control settings showed significant decreases in attitudes and subjective norms of parents when considering to serve FVs to the children. While the results showed some promise, future research is needed to build a more effective parent program component. Finally, Study 3 investigates the barriers and benefits for parents for serving fruits and vegetables for their children. While the previous literature has examined the barriers and benefits of fruits and vegetables as one single group; this study aimed to understand if the barriers and benefits were different for fruits and vegetables. This led to the last two research questions: RQ3a: What are the perceived benefits and barriers for Finnish parents when serving fruit for their children? RQ3b: What are the perceived benefits and barriers for Finnish parents when serving vegetables for their children? The results showed that the benefits and barriers are very different for fruits than they are for vegetables. Additionally, most of the benefits and barriers were fruit or vegetables specific, and cannot be generalised to a whole fruit or vegetable category. Limitations of the research and future research directions are outlined.<br>Thesis (PhD Doctorate)<br>Doctor of Philosophy (PhD)<br>Dept of Marketing<br>Griffith Business School<br>Full Text
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Szwejkowska, Aneta, Leszek Puczynski, and Konrad Jezierski. "TWO COUNTRIES - ONE MARKETING MIX? HOW TO ADOPT COMPANY’S MARKETING MIX TO FOREIGN MARKET - CASE STUDY OF VOLVO." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-733.

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<p>The discussion about 4P’s marketing mix covers two aspects. On the one hand, marketing mix activities are used to apply product into market and attract customers. Its activities are matched with every single market in different way. Managers are focused on country specification, customers’ demands and potential competitors. They analyse all factors, which can influence on future product’s adaptation. Enterprise’s success is measured by amount of selling as well as customer satisfaction and behaviour. On the other hand, it is not obviously that companies need to change their marketing strategies every time, when they want to expand their market to being more international. From this point of view differentiation among marketing mix activities are useful for at first gain new target group and meet their requirements. Subsequently, product can be customized. This thesis concludes theories about marketing mix components and its practical application.</p>
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Яренко, А. В. "Стисла характеристика Marketing-mix та його еволюція". Thesis, КНУТД, 2016. https://er.knutd.edu.ua/handle/123456789/2535.

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Hommel, Mandy, Jeannine Ryssel, Caroline Muss, et al. "Handbuch zur Fallstudie “Der Marketing-Mix macht’s”." Dresdner Beiträge zur Wirtschaftspädagogik, 2020. https://tud.qucosa.de/id/qucosa%3A39016.

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Wirtschaftsunterricht kann für viele Lernende abstrakt und nur wenig nachvollziehbar bleiben. Wirtschaftliche Zusammenhänge und Wirkungen verschiedener wirtschaftspolitischer Maßnahmen im Unterricht zu verstehen, ist nicht immer leicht. Handlungsorientierter Unterricht kann hilfreich sein, um leichter an Vorwissen anknüpfen zu können, Lerninhalte erfahrbarer zu machen sowie eine tiefere Elaboration und Anwendbarkeit neuen Wissens zu fördern. An der Professur Wirtschaftspädagogik der TU Dresden wurde ausgehend von diesen Grundgedanken die Entwicklung von Fallstudien für den Wirtschaftslehreunterricht initiiert. In didaktischer Hinsicht ist die vorliegende Fallstudie so konstruiert, das sie lebens- und wirklichkeitsnah ist und die bisherigen Erfahrungen aber auch zu erwartende zukünftige Erlebenssituationen von Lernenden berücksichtigt. Für die methodische Abfolge wurde der Ablauf handlungsorientierten Unterrichts zugrunde gelegt. Das hier vorliegende Fallstudienhandbuch basiert auf dem Unternehmen „Die Bau-Hütte“ und umfasst Fallstudienmodule zu den Themen Sortiments- und Produktpolitik, Lieferantenauswahl, Preispolitik und Kommunikationspolitik aus dem Marketing-Mix. Lernende sollen in den Fallstudienmodulen mit realen Problemen auf Tuchfühlung gehen können, diese Probleme erfassen und nach Lösungswegen suchen. Theoretische Vorstellungen sollen an Abstraktheit verlieren und besser fassbar werden. Die Portfolioanalyse im Rahmen des Marketings wird so für Lernende ein reales Hilfsmittel für die komplexe Problemstellung. Die Politikfelder des Marketing-Mix werden anhand konkreter Problemfälle, in die die Lernenden hineinversetzt werden, tiefer elaboriert. Das Vorgehen ist ganzheitlich ausgerichtet und umfasst alle Phasen einer Handlung (Probleme wahrnehmen, bewerten, definieren; Ziele formulieren, Handlungsalternativen suchen und bewerten, für konkrete Lösungswege entscheiden und diese ausführen, Ergebnisse bewerten). Dieses Vorgehen soll Lernenden dabei helfen Wissen aufzubauen, das verstanden, tief elaboriert, anknüpfend an Vorwissen in vorhandene kognitive Schemata eingebunden und in realen Anforderungssituationen anwendbar ist.
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Uhlíř, Petr. "Web-marketing mix 4S v malé organizaci." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124719.

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The goal of this thesis is to evaluate whether application of the model of marketing promotion in the Internet based on the concept of web-marketing mix 4S in a small organization, sales-oriented professional machines and equipment for carpentry, plumbing and metal fabrication shop can achieve synergy and formulated key performance indicators. To achieve this goal is necessary to identify and describe technologies, tools, procedures and processes based on literature and publications that are typical for internet marketing in a small and medium-sized companies, as the concept of internet promotion. The important part is to analyze the web-marketing mix 4S, which is a one of the possible variants of marketing mix. The 4S will serve as a base process model website promotion.
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Mirošová, Leona. "On-line marketingová komunikace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414478.

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The master’s thesis focuses on the online marketing communication of the fashion brand Sledgehammer. The thesis acquaints with the current structure of the communication mix and online marketing communication and, based on performed analyses and its own research, suggests appropriate suggestions to improve the communication of Sledgehammer with the public.
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Books on the topic "Marketing-Mix"

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Mix, Marketing, ed. Le guide marketing mix. Marketing Mix, 1991.

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Ritzerfeld, Ute. Marketing-Mix-Strategien in Investitionsgütermärkten. Gabler Verlag, 1993. http://dx.doi.org/10.1007/978-3-322-88047-5.

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Robinson, Graham. The marketing mix: Video notes. Yorkshire Television, 1986.

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Rouffignac, Peter Danton de. Packaging in the marketing mix. Butterworth-Heinemann, 1990.

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Baena, Guillermina. Credibilidad política y marketing mix. McGraw Hill, 1998.

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Frank, Klaus. Die Smarte Marketing-Mix-Werkstatt. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40613-4.

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Codita, Roxana. Contingency Factors of Marketing-Mix Standardization. Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6169-3.

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Larrarte, Luis Barón. Marketing introduccion: del mix al plan. Universidad Pontificia Comillas, 1988.

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Hulme, Stephen F. Marketing mix: North Bridge Leisure Centre. [s.n.], 1986.

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Yoon, Mike. Publishers' marketing mix instruments and customers' perception of marketing mix elements in UK computer book market. LCP, 2002.

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Book chapters on the topic "Marketing-Mix"

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Meffert, Heribert, Christoph Burmann, and Manfred Kirchgeorg. "Marketing-Mix." In Marketing. Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-6916-3_4.

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Meffert, Heribert, Christoph Burmann, and Manfred Kirchgeorg. "Marketing-Mix." In Marketing. Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-02344-7_4.

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Meffert, Heribert, Christoph Burmann, and Manfred Kirchgeorg. "Marketing-Mix." In Marketing Arbeitsbuch. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8783-9_4.

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Meffert, Heribert, Christoph Burmann, and Manfred Kirchgeorg. "Marketing-Mix." In Marketing Arbeitsbuch. Gabler Verlag, 2013. http://dx.doi.org/10.1007/978-3-8349-3863-3_4.

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Britzelmaier, Bernd, and Hans Peter Studer. "Marketing-Mix." In Starthilfe Marketing. Vieweg+Teubner Verlag, 2000. http://dx.doi.org/10.1007/978-3-322-87178-7_7.

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Christa, Harald. "Marketing-Mix." In Grundwissen Sozio-Marketing. VS Verlag für Sozialwissenschaften, 2010. http://dx.doi.org/10.1007/978-3-531-92438-0_7.

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Pöllmann, Lorenz. "Marketing-Mix." In Kulturmarketing. Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-20137-1_4.

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Berndt, Ralph. "Marketing-Mix." In Springer-Lehrbuch. Springer Berlin Heidelberg, 1995. http://dx.doi.org/10.1007/978-3-662-08498-4_6.

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Berndt, Ralph. "Marketing-Mix." In Springer-Lehrbuch. Springer Berlin Heidelberg, 1992. http://dx.doi.org/10.1007/978-3-662-08499-1_6.

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Berndt, Ralph. "Marketing-Mix." In Springer-Lehrbuch. Springer Berlin Heidelberg, 1990. http://dx.doi.org/10.1007/978-3-662-22129-7_6.

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Conference papers on the topic "Marketing-Mix"

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Ralyk, Dinara Vladimirovna, and Vladislav Igorevich Khrushchev. "Marketing Mix of Construction Services." In International Scientific and Practical Conference. TSNS Interaktiv Plus, 2020. http://dx.doi.org/10.21661/r-541478.

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The article is devoted to the analysis of the features of marketing support for the commercial activities of an enterprise in the professional services market. The authors consider the key elements of the marketing mix for the design and installation of internal engineering networks using the example of BMT VSTM Сompany, revealing the specifics of the product, pricing policy, as well as promotion and marketing.
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Jermsittiparsert, Kittisak. "Service marketing mix and service value." In the 3rd International Conference. ACM Press, 2019. http://dx.doi.org/10.1145/3361785.3361800.

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Virijević Jovanović, Saša, and Goran Dašić. "The Concept of Digital Marketing Mix: Implications in Consumer Behaviour." In Seventh International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/limen.2021.243.

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Considering that digital technologies have become an essential ele­ment of everyday consumer life, modern marketing has shifted to new, digital models that provide different possibilities for marketing mix development. The advent of the Internet, and particularly Web 2.0. technologies have significant­ly influenced all elements of the marketing mix, regardless of whether organ­izations are directly involved in e-commerce or not. The paper analyses the strategic frameworks of the marketing mix from the context of consumer be­haviour, and their user experience in the digital environment. The research aim is to indicate the opportunities of digital technologies for marketers when de­ciding about product differentiation, price strategies, online communication tools and distribution channels to deliver value to consumers. In addition, the paper provides an insight into current literature dealing with the implications of digital technology and media on the digital marketing mix.
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Fratu, Delia. "THE MARKETING MIX - A BASIC TOOL IN THE MANAGEMENT OF THE TOURIST DESTINATION." In Fourth International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2020. http://dx.doi.org/10.31410/itema.2020.55.

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Kotler's 2002 definition of place marketing is as follows: "Place marketing means designing a site to meet the needs of its target markets. The development of places means the development for a place of a systematic long-term marketing strategy, directed towards the identification and development of the natural and potential attributes of an area”. The elaboration of a marketing mix for the tourist destination is the main tool for marketing planning and for adopting the most appropriate strategies. Given that each tourist destination has its specificity, the marketing mix must contain its own elements, adapted to the objectives set. In this paper we chose to exemplify a way to apply and combine the components of the following marketing mix: product, price, distribution, promotion, staff, partnerships, packaging, security, process management for the tourist destination Brasov Area.
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"Marketing Mix Factors Affecting Healthy Eating Behavior." In May 11-12, 2018 Zagreb (Croatia). Higher Education And Innovation Group, 2018. http://dx.doi.org/10.17758/heaig3.h0518413.

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Chemsripong, Sujinda. "IMPACT OF COVID-19 PANDEMIC UPON JEWELRY AND GEMS BUSINESS: MARKETING MIXED PERSPECTIVE." In 12th International Scientific Conference „Business and Management 2022“. Vilnius Gediminas Technical University, 2022. http://dx.doi.org/10.3846/bm.2022.895.

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The objective of this study was to determine the impact of the COVID-19 pandemic by examining the mar-keting mix strategy for Thai gem and jewelry businesses to find ways for business by exploring the marketing mix com-position of 369 jewelry and gems businesses in Thailand. Marketing mix difference was tested by using Paired Samples t-test during pre-and post-COVID and tested the hypothesis using multiple regression analysis. Results found that COVID-19 epidemic has affected almost every marketing mix component (price, distribution, sales promotion, and product) with a statistically significant difference between pairs. Therefore, business units must emphasize and adjust their marketing mix in order to cope with new opportunities, such as creating a new platform for online sales, focusing on speed adaptation, and bringing more innovation to business in order to take advantage of this crisis.
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Guagliardi, José, Mario Pacanhan, Cláudio Luiz Chiusoli, and Luciane Stahl. "Marketing imobiliário: uma abordagem preliminar do marketing mix no mercado de Londrina." In IV Seminário Internacional da LARES. Latin American Real Estate Society, 2004. http://dx.doi.org/10.15396/lares2004_marketing.

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Chumaidiyah, Endang. "Marketing mix strategy in increasing marketing performance in Indonesia telecommunication services companies." In 2013 International Conference of Information and Communication Technology (ICoICT). IEEE, 2013. http://dx.doi.org/10.1109/icoict.2013.6574615.

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Udayana, I. Gusti, and Anak Agung Mayun Wirajaya. "Kintamani Bali Arabica Coffee Marketing Strategy Through the Supply Chain and Marketing Mix." In Proceedings of the 3nd Warmadewa Research and Development Seminar, WARDS 2020, 21 December 2020, Denpasar-Bali, Indonesia. EAI, 2021. http://dx.doi.org/10.4108/eai.21-12-2020.2305841.

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"Marketing Mix Factors Affecting Chinese Shabu Suki Chaina." In May 7-9, 2018 Dubai(UAE). Universal Researchers, 2018. http://dx.doi.org/10.17758/uruae1.uh0518208.

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Reports on the topic "Marketing-Mix"

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Bonfrer, Andre, Ernst Berndt, and Alvin Silk. Anomalies in Estimates of Cross-Price Elasticities for Marketing Mix Models: Theory and Empirical Test. National Bureau of Economic Research, 2006. http://dx.doi.org/10.3386/w12756.

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