Market Response Models - Econometric, Time-Series Analysis

✍ Scribed by Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz

Publisher: Springer
Year: 2003
Tongue: English
Leaves: 486
Series: International Series in Quantitative Marketing
Edition: 2nd
Category: Library

No coin nor oath required. For personal study only.

✦ Synopsis

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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