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Using Artificial Neural Nets for Flexible Aggregate Market Response Modeling

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Quantitative Marketing and Marketing Management

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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.

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Author information

Authors and Affiliations

  1. University of Regensburg, Regensburg, Germany

    Harald Hruschka PhD

Authors
  1. Harald Hruschka PhD
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Editor information

Editors and Affiliations

  1. Chair of International Marketing, University of Vienna, Vienna, Austria

    Adamantios Diamantopoulos

  2. Braunschweig, Germany

    Wolfgang Fritz

  3. Berlin, Germany

    Lutz Hildebrandt

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Hruschka, H. (2012). Using Artificial Neural Nets for Flexible Aggregate Market Response Modeling. In: Diamantopoulos, A., Fritz, W., Hildebrandt, L. (eds) Quantitative Marketing and Marketing Management. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-3722-3_5

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