search query: @author Richter, M. / total: 6
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| Author: | Barzen, D. Richter, M. |
| Title: | Ökonometrische Werbewirkungsmessung für das Kommunikations-Mix -dargestellt am Beispiel des Computermarktes. (!Communication mix) |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1989 : VOL. 11:2, p. 103-109 |
| Index terms: | PUBLICITY ECONOMETRIC MODELS |
| Language: | ger |
| Abstract: | Marketing costs are steadily growing and therefore it is important to use it effectively. The article presents regression analysis of the efficiency of resources spent on media, on seminars and on fairs in the computer industry. It goes through choice of functional form, estimation, hypothesis testing, the interpretation of results. |
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