What question did this study set out to answer?

The aim is to explore how marketing interactions influence the effectiveness of salesforces.

Modeling Marketing Interactions with Application to Salesforce Effectiveness

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Randomized trial examines marketing interactions affecting U.S. Navy salesforce effectiveness, suggesting improved resource allocation.

The aim is to explore how marketing interactions influence the effectiveness of salesforces.
Inventory alternative marketing mix interaction models.
Estimate parameters using comparison methods.
Apply models to assess U.S. Navy's salesforce effectiveness.
Modeling interactions provides strong insights into resource allocation decisions.
Identified key determinants enhance understanding of salesforce performance.

Gatignon et al. (1987) studied this question.

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