TY  - CHAP
AB  - Abstract Market response models or marketing mix models quantify the effects of marketing actions on consumption-based outcomes such as sales and market share. They are frequently used in the business sector to help managers make effective resource allocation decisions, especially in the digital age. However, these models can also be used on social causes, in particular to gauge the efficacy of regulations on consumption levels that have social consequences. This chapter explores these principles in two major areas of social concern, alcohol consumption and narcotics abuse. We review the empirical findings in these two areas, based on published research in major marketing journals, and we formulate various recommendations for the effective regulation of alcohol and narcotics consumption.
VL  - 17
SN  - 978-1-78754-824-4, 978-1-78754-825-1/1548-6435
DO  - 10.1108/S1548-643520200000017010
UR  - https://doi.org/10.1108/S1548-643520200000017010
AU  - Hanssens Dominique M.
ED  - Dawn Iacobucci
PY  - 2020
Y1  - 2020/01/01
TI  - Market Response Models for Social Marketing Causes
T2  - Continuing to Broaden the Marketing Concept
T3  - Review of Marketing Research
PB  - Emerald Publishing Limited
SP  - 87
EP  - 96
Y2  - 2024/04/18
ER  -