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| Author: | Decker, R. Röhle, M. Wagner, U. |
| Title: | Modellgestützte Marketing-Mix-Planung |
| Journal: | Zeitschrift für Betriebswirtschaft
1997 : VOL. 67:11, p. 1167-1187 |
| Index terms: | MARKETING MIX MARKETING MODELS CONSUMER BEHAVIOUR DECISION MAKING DATA ANALYSIS FUTURE |
| Language: | ger |
| Abstract: | While the appropriateness of stochastic models of consumer behaviour with respect to sales forecasts and the calculation of meaningful market statistics are well-known features of this decision-making tool, this article should demonstrate potentials of its application within data-based marketing mix planning. By the explicit inclusion of the effects of competition within the Polya approach used here, the determination of optimal solutions for future marketing policies, which can be both theoretically motivated and interpreted from a practical point of view, becomes possible. The numerical results presented here show clearly the actual usefulness of this kind of marketing modelling in connection with the goal-oriented analysis of consumer behaviour data. |
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