- Shopping Bag ( 0 items )
In this book, which is a revision and expansion of Naert and Leeflang' s Building Implementable Marketing Models (1978), the authors discuss in detail the model-building process. They distinguish four parts in t his process: specification, estimation, validation and use of models. Throughout the book, the authors provide examples and illustrations. T his book will be of interest to researchers, analysts, managers and st udents who want to understand, develop or use models of marketing phen omena.
Preface. Part One: Introduction to marketing models. 1. Introduction. 2. Classifying marketing models according to degree of explicitness. 3. Benefits from using marketing models. 4. A typology of marketing models. Part Two: Specification. 5. Elements of model building. 6. Marketing dynamics. 7. Implementation criteria with respect to model structure. 8. Specifying models according to intended use. 9. Specifying models according to level of demand. 10. Specifying models according to amount of behavioral detail. 11. Modeling competition. 12. Shastic consumer behavior models. 13. Multiproduct models. 14. Model specification issues. Part Three: Parameterization and validation. 15. Organizing Data. 16. Estimation and testing. 17. Special topics in model specification and estimation. 18. Validation. Part Four: Use/Implementation. 19. Determinants of model implementation. 20. Cost-Benefit considerations in model building and use. 21. Models for marketing decisions in the future. Bibliography. Author's Index. Subject Index.