If you feel like your marketing strategy is built on intuition rather than evidence, it might be time to revisit your framework.
Detailed techniques for product (conjoint analysis), pricing (demand curves), distribution (channel selection), and promotion (budget allocation). If you feel like your marketing strategy is
If you are researching this book for a course or professional development, here is a high-level summary of its value: pricing (demand curves)
He defines a "model" as a simplified representation of reality used to solve specific problems, such as assessing how advertising variables directly impact sales. distribution (channel selection)