Modeling Marketing Interactions with Application to Salesforce Effectiveness
提出用带营销参数方程的市场反应模型研究营销互动，梳理了营销组合互动的模型设定和估计方法，并以美国海军销售队伍有效性为例比较了两种模型，说明建模互动对营销资源分配推断的重要性。
The authors propose that a general class of market response models with marketing parameter equations be used for the study of marketing interactions. They inventory alternative model specifications of marketing mix interactions, along with the estimation procedures, and compare two that are relevant in an application to the determinants of U.S. Navy salesforce effectiveness. The authors also illustrate the importance of modeling interactions as a basis for making inferences about marketing mix resource allocation.