Marketing Dynamics: A Primer on Estimation and Control

Prasad A. Naik

Foundations and Trends(R) in Marketing, 2015, vol. 9, issue 3, 175-266

Abstract: This primer provides a gentle introduction to the estimation and control of dynamic marketing models. It introduces dynamic models in discrete- and continuous-time, scalar and multivariate settings, with observed outcomes and unobserved states, as well as random and/or time-varying parameters. It exemplifies how various dynamic models can be cast into the unifying state space framework, the benefit of which is to use one common algorithm to estimate all dynamic models.

Keywords: Dynamic marketing; Optima control; Kalman filter; Differential games; Estimation (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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