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Marketing Dynamics: A Primer on Estimation and Control

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  • Naik, Prasad A.

Abstract

This primer provides a gentle introduction to the estimation and control of dynamic marketing models. It introduces dynamic models in discrete- and continuous-time, scalar and multivariate settings, with observed outcomes and unobserved states, as well as random and/or time-varying parameters. It exemplifies how various dynamic models can be cast into the unifying state space framework, the benefit of which is to use one common algorithm to estimate all dynamic models.

Suggested Citation

  • Naik, Prasad A., 2015. "Marketing Dynamics: A Primer on Estimation and Control," Foundations and Trends(R) in Marketing, now publishers, vol. 9(3), pages 175-266, December.
    • Handle: RePEc:now:fntmkt:1700000031
    DOI: 10.1561/1700000031
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