The marketing mix a supervisor may deploy can impact the sales of a product and could be categorized under the traditional four Ps of marketing (product, price, promotion, and placement). But the perennial question managers confront concerns the combination of these different marketing mix variables that will give them highest share maximized sales, lowest inventory, or gross profits that are maximized.
Fairly frequently, historic data answers these questions: for example, past sales or market share for different degrees of expenditures on these marketing mix variables. In this note, we consider the design of models that allow managers to obtain robust cost and promotion elasticity estimates.
PUBLICATION DATE: July 12, 2011 PRODUCT #: UV5766-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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