Building Models for Marketing Decisions

by Peter S.H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert, Dick R. Wittink (Editor)

Overview

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.

Product Details

ISBN-13:	9780792377726
Publisher:	Springer-Verlag New York, LLC
Publication date:	02/29/2000
Series:	International Series in Quantitative Mar , #9
Edition description:	New Edition
Pages:	668
Product dimensions:	6.69(w) x 9.76(h) x 1.64(d)

About the Author

Peter S.H. Leeflang (1946) is Professor of Marketing at the Department of Economics at the University of Groningen, The Netherlands, and member of the Royal Netherlands Academy of Arts and Sciences.

Dick R. Wittink (1945) is the General George Rogers Clark Professor of Management and Marketing at the Yale School of Management, USA, and Professor of Marketing and Marketing Research at the University of Groningen, The Netherlands

Michel Wedel (1957) is Professor of Marketing Research at the Department of Economics, University of Groningen, The Netherlands.

Philippe A. Naert (1945) is the Dean of TIAS Business School and Professor of Marketing, Tilburg University, The Netherlands.

Table of Contents

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.