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- W2484804910 abstract "Marketing managers must quantify the effects of marketing actions on contemporaneous and future sales performance. This chapter examines forecasting with artificial neural networks in the context of model-based planning and forecasting. The emphasis here is on causal modeling; that is, forecasting the impact of marketing mix variables, such as price and advertising, on sales." @default.
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- W2484804910 date "2011-05-24" @default.
- W2484804910 modified "2023-09-26" @default.
- W2484804910 title "Using Artificial Neural Networks to Forecast Market Response" @default.
- W2484804910 doi "https://doi.org/10.4018/978-1-59140-176-6.ch002" @default.
- W2484804910 hasPublicationYear "2011" @default.
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