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 33: Regression analysis to evaluate harm in a breach of contract case: the Citri-Lite Company, Inc., Plaintiff v. Cott Beverages, Inc., Defendant

Rahul Guha, Darius Onul and Sally Woodhouse

Abstract

We outline some basic considerations and implementation strategies regarding the use of consumer surveys and conjoint analysis in the context of complex litigation. We also describe two applications of these techniques in antitrust disputes in the payment card and infant formula supplements industries.

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