Fachbereich: Betriebswirtschaftslehre
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Classifying Contemporary Marketing Practices
This paper introduces a finite-mixture version of the adjacent-category logit model
for the classification of companies with respect to their marketing practices. The classification
results are compared to conventional K-means clustering, as established for clustering marketing practices in current publications. Both, the results of this comparison as well as a canonical
discriminant analysis, emphasize the opportunity to offer fresh insights and to enrich empirical
research in this domain.
Autor
Prof. Dr. Ralf Wagner
 
ArtikelFachbereichFachrichtung
2008BetriebswirtschaftslehreMarketing/Absatz
 
Schlagwörter
Transition Economy, Marketing Practise, Canonical Discriminant Analysis, Marketing Concept, Mixture Regression Model