Using Artificial Neural Nets for Flexible Aggregate Market Response Modeling

Harald Hruschka
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Harald Hruschka: University of Regensburg

Chapter 5 in Quantitative Marketing and Marketing Management, 2012, pp 103-121 from Springer

Abstract: Abstract The author gives an overview of the state of research on aggregate market response modeling by means of multilayer perceptrons (MLPs), the most widespread type of artificial neural nets. As the author shows, MLPs are not limited to fixed parametric functional forms, but offer flexible approaches for modeling market response functions of marketing instruments.

Keywords: Market Response Models; Flexible Models; Artificial Neural Nets (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-3722-3_5

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DOI: 10.1007/978-3-8349-3722-3_5

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