Spatial models in marketing research and practice: Research Articles

Authors:
Bart J. Bronnenberg
Affiliations:
(Associate Professor) John E. Anderson, Graduate School of Management, University of California, Los Angeles-Marketing Area, 110 Westwood Plaza, Los Angeles, CA 90095-1481, U.S.A.
Venue:
Applied Stochastic Models in Business and Industry - Bridging the Gap between Academic Research in Marketing and Practitioners' Concerns
Year:
2005

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Abstract

Spatial models formalize how cross-sectional observations relate to each other as a function of their spatial location. This paper discusses the generality of such models and how they are helpful to marketing practitioners in the description of marketing data, segmentation of markets, prediction of market behaviour, and the pooling of data. Copyright © 2005 John Wiley & Sons, Ltd.