Market Response Models: Econometric and Time Series Analysis
- ISBN-10
- 1402073682
- ISBN-13
- 9781402073687
- Category
- Business & Economics
- Pages
- 502
- Language
- English
- Published
- 2003-01-31
- Publisher
- Springer Science & Business Media
- Authors
- Leonard J. Parsons, Dominique M. Hanssens, Randall L. Schultz
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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Other editions
-
- 2012-12-06
- 400 pages
- Ebook
- Springer Science & Business Media
-
- 2006-04-11
- 502 pages
- Ebook
- Springer Science & Business Media
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