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.
Table of Contents
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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