Bücher von Hubert Gatignon

This book offers a comprehensive approach to multivariate statistical analyses. It provides theoretical knowledge of the concepts underlying the most important multivariate techniques and an overview of actual applications.

Identifies research opportunities related to market response and marketing mix models falling under four broad areas: "new" or under-studied inputs and/or "richer" measures of inputs constructs; explicitly accounting for the process linking inputs to outputs; "new" or under-studied dependent variables; and under-studied or emerging contexts.