Marketing mix that the manager can deploy could affect sales and can be classified according to the traditional four Ps of marketing (product, price, promotion and placement). But the age-old question managers face to reconcile these different marketing mix variables that will give them the most sales, the largest share, the low inventory, or maximized field. Quite often, these questions are answered by the historical data, for example, past sales or market share for various levels of spending on these variables marketing. In this article we design models that allow managers to obtain reliable prices and estimates of advertising elasticity. "Hide
by Rajkumar Venkatesan, Paul W. Farris 12 pages. Publication Date: July 12, 2011. Prod. #: UV5766-PDF-ENG
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