Market Response Models: Econometric and Time Series Analysis / Edition 2

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Overview

This second edition of Market Response Models:
-places much more emphasis on the basic building blocks of market response modeling: markets, data, and sales drivers, through a separate chapter.
-splits the design of response models into separate chapters on static and dynamic models.
-discusses techniques and findings spawned by the marketing information revolution, e.g., scanner data.
-emphasizes new insights available on marketing sales drivers, especially improved understanding of sales promotion.
-demonstrates methodological developments to assess long-term impacts, where present, of current marketing efforts.
-includes a new chapter on sales forecasting.
-adds mini-case histories in the form of boxed inserts entitled Industry Perspectives, which are primarily written by business executives.

This book is truly the foundation of market response modeling.

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Product Details

  • ISBN-13: 9780792378266
  • Publisher: Springer US
  • Publication date: 3/31/2001
  • Series: International Series in Quantitative Marketing , #12
  • Edition description: 2nd ed. 2001
  • Edition number: 2
  • Pages: 502
  • Product dimensions: 1.19 (w) x 9.21 (h) x 6.14 (d)

Table of Contents

Preface.
I: Introduction. 1. Response Models for Marketing Management. 2. Markets, Data, and Sales Drivers.
II: Market Response in Stationary Markets. 3. Design of Static Response Models. 4. Design of Dynamic Response Models. 5. Parameter Estimation and Model Testing.
III: Market Response in Evolving Markets. 6. Single Marketing Time Series. 7. Multiple Marketing Time Series.
IV: Solving Marketing Problems with ETS. 8. Empirical Findings and Managerial Insights. 9. Making Marketing Plans and Sales Forecasts.
V: Conclusion. 10. Implementation.
Bibliography. Author Index. Company/Brand Index. Industry/Category/Product Index. Subject Index.

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