Publisher's Synopsis
Excerpt from Brandaid: An on-Line Marketing-Mix Model
In an earlier paper we have discussed the requirements placed on the design of a model for it to be used by a manager. A manager needs a decision calculus, that is, a model-based set of procedures whereby he can bring data and judgements to bear on his decisions. The model should be understandable to him or else he is likely to reject it. The model should be robust, in the sense that the user should not be able to push it to extremes that produce absurd results. The model should be evolutionary so that the user can start simply and expand in marketing detail. Finally, the model should be easy to use. We shall try to follow our own advice.
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