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Marketing-Mix Modeling

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Abstract

This chapter discusses the interaction and effectiveness of each marketing-mix element when they are used together to generate marketing synergy effects in markets. The importance of the coordinated use of these elements and their relationship with fundamental marketing concepts is examined. The role of the various elements in the product life cycle, in consumer decision making, and in brand equity development is explored and illustrated with relevant visuals.

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Notes

  1. 1.

    Gronroos (1994).

  2. 2.

    Yoo et al. (2000).

  3. 3.

    Oliver (1999).

  4. 4.

    Yoo et al. (2000).

  5. 5.

    Carpenter (1987).

  6. 6.

    Carpenter and Lehman (1985).

  7. 7.

    Kucuk (2008), Kucuk (2011).

  8. 8.

    Reibstein and Farris (1995).

  9. 9.

    Grewal et al. (1998).

  10. 10.

    Carpenter and Lehman (1985).

  11. 11.

    Ailawadi et al. (2001).

References

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Authors and Affiliations

  1. Edmonds, Washington, USA

    S. Umit Kucuk

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  1. S. Umit Kucuk
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Kucuk, S.U. (2017). Marketing-Mix Modeling. In: Visualizing Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-48027-5_7

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