Using Artificial Neural Networks to Forecast Market Response

Using Artificial Neural Networks to Forecast Market Response

Leonard J. Parsons (Georgia Institute of Technology, USA) and Ashutosh Dixit (University of Georgia, USA)
Copyright: © 2004 |Pages: 24
DOI: 10.4018/978-1-59140-176-6.ch002
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Abstract

Marketing managers must quantify the effects of marketing actions on contemporaneous and future sales performance. This chapter examines forecasting with artificial neural networks in the context of model-based planning and forecasting. The emphasis here is on causal modeling; that is, forecasting the impact of marketing mix variables, such as price and advertising, on sales.

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