Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
Chapter 9: Structural models in marketing
In this chapter, I provide brief discussions of what we mean by structural models, why we need them, the typical classes of structural models that we see being used by marketers these days, along with some examples of these models. I provide a basic discussion of structural models in the context of the marketing literature and limit myself largely to models of demand rather than models of firm behavior.
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