KOREASCHOLAR

MARKETING MIX MODELING REIMAGINED: LEVERAGING AI FOR DATA-DRIVEN DECISIONS

Valeria Pentttinen, Johanna Frösén, Magnus Hultman
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442759
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
pp.720-721
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Marketing Mix ModelingArtificial IntelligenceData-Driven DecisionsFast-Moving Consumer GoodsMarketing Efficiency and Effectiveness
Author
  • Magnus Hultman(Brock University, Canada)
  • Johanna Frösén(Aalto University, Finland)
  • Valeria Pentttinen(Northern Illinois University, Finland)