Predicting market responses with a neural network: the case of fast moving consumer goods

Market response modelling is well covered in the marketing literature. However, much less research has been undertaken in the use of neural networks for market response modelling. Describes experiments to fit neural networks to the consumer goods market. Compares the neural network approach with sev...

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Veröffentlicht in:	Marketing intelligence & planning 1995-07, Vol.13 (7), p.23-30
Hauptverfasser:	van Wezel, Michiel C, Baets, Walter R J
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Back propagation Comparative analysis Computer networks Fast moving consumer goods Information networks Marketing Marketing research Neural networks Propagation Regression analysis Studies Variables
Online-Zugang:	Volltext
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