Market Response Models: Econometric and Time Series Analysis (International Series in Quantitative Marketing, Volume 12 ; 2nd Edition) (International Series in Quantitative Marketing) PDF
516 Pages·2001·7.117 MB·English
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Preview Market Response Models: Econometric and Time Series Analysis (International Series in Quantitative Marketing, Volume 12 ; 2nd Edition) (International Series in Quantitative Marketing)
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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