Elsevier < Decision Sciences Publications < Handbooks in Operations Research and Management Science < Volume 5: Marketing < Chapter 15

MARKETING
Edited by J. Eliashberg and G.L. Lilien

CHAPTER 15
Marketing-Mix Models
Hubert Gatignon

1. Introduction*  

2. The impact of marketing-mix variables and their interactions

3. Normative marketing-mix models

4. Research needs

5. Conclusion

References

* The first two pages of the chapters are available as PDF file.

Complete chapters on ScienceDirect

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