# CORE CONCEPTS

- [Marketing Mix Modeling Theory](/mixmodeler-docs/core-concepts/marketing-mix-modeling-theory.md)
- [Saturation Curves & Diminishing Returns](/mixmodeler-docs/core-concepts/saturation-curves-and-diminishing-returns.md)
- [Adstock & Carryover Effects](/mixmodeler-docs/core-concepts/adstock-and-carryover-effects.md)
- [Priors in Bayesian MMM](/mixmodeler-docs/core-concepts/priors-in-bayesian-mmm.md)