ENGLISH

Market Response Models: Econometric and Time Series Analysis (International Series in Quantitative Marketing, Volume 12 ; 2nd Edition) (International Series in Quantitative Marketing)

By Dominique M. Hanssens , Leonard J. Parsons , Randall L. Schultz

Book information

Year
2001
ISBN
0792378261, 9780792378266, 9780306475948
LCC
HF5415.3 .H36 2001
Open Library ID
OL6791330M
Language
english
Format
PDF
Filesize
7 MB (7462412 bytes)
Edition
2
Pages
520\516
Topic
Business Marketing
Time added
2011-06-04 13:46:07

Description

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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