An Artificial Neural Net Attraction Model (ANNAM) to analyze market share effects of marketing instruments
Attraction models are very popular in marketing research for studying the effects of marketing instruments on market shares. However, so far the marketing literature only considers attraction models with certain functional forms that exclude threshold or saturation effects on attraction values. We c...
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| Format: | Others |
| Language: | en |
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SFB Adaptive Information Systems and Modelling in Economics and Management Science, WU Vienna University of Economics and Business
2000
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| Online Access: | http://epub.wu.ac.at/940/1/document.pdf |