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.
CITATION STYLE
Hruschka, H. (2012). Using artificial neural nets for flexible aggregate market response modeling. In Quantitative Marketing and Marketing Management: Marketing Models and Methods in Theory and Practice (Vol. 9783834937223, pp. 103–121). Gabler Verlag. https://doi.org/10.1007/978-3-8349-3722-3_5
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