Handbook of Marketing Analytics
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Handbook of Marketing Analytics

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Edited by Natalie Mizik and Dominique M. Hanssens

Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
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Chapter 34: Consumer surveys in trademark infringement litigation: FIJI vs. VITI case study

T. Christopher Borek and Anjali Oza

Abstract

Feature valuation is an important element of the marketing analytics toolkit and one of the primary motivations behind the popularity of conjoint analysis. We call attention to an important deficiency in current, consumer-centric, approaches. Surveys used for feature valuation need to include a reasonable competitive set. We demonstrate that equilibrium calculations are both necessary and feasible.

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