Using Support Vector Semiparametric Regression to estimate the effects of pricing on brand substitution1
María Pilar Martínez-Ruiz and Miguel Ángel Gómez-BorjaUniversity of Castilla-La Mancha
Alejandro Mollá-DescalsUniversity of Valencia
José Luis Rojo-ÁlvarezUniversity Rey Juan Carlos
INTRODUCTION
Retail marketing managers are primarily concerned with the allocation of scarce marketing resources, such as sales promotion, for improving the market and profit performance of their assortments. The quality of their decisions depends greatly on their understanding of how customers will respond to these strategies (e.g. Blattberg & Neslin 1990; Chen et al.1999; Dekimpe...