engleski

Econometric methods in marketing research

This article deals with contemporary econometric approach to marketing issues in offer to developuseful marketing econometric models and suggest related estimation methods. In marketing phenomena exist several interactions among marketing variables. Thus both the simplest marketing system and the more complex ones have to be expressed as a set of simultaneous relationships. The estimates of those models may have value in marketing practice, too: in forecasting future sales and in improving decision rules

Marketing system; econometric model; estimating; marketing econometrics

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