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Hubert Gatignon
Emeritus Professor of Marketing
Journal Article
Bowman D., Gatignon H. (2010). Market Response and Marketing Mix Models: Trends and Research Opportunities Foundations and Trends in Marketing, 4(3), (pp129-207).
Market response models help managers understand how customers collectively respond to marketing activities, and how competitors interact. When appropriately estimated, market response models can be a basis
for improved marketing decision-making.