Market Response Models, Econometric and Time Series Analysis, Second Edition (International Series in Quantitative Marketing) b
Market Response Models, Econometric and Time Series Analysis,
Second Edition (International Series in Quantitative Marketing)
by Dominique M. Hanssens
Springer | ISBN: 1402073682 | PDF | 520 Pages | 7.99 MB
Second Edition (International Series in Quantitative Marketing)
by Dominique M. Hanssens
Springer | ISBN: 1402073682 | PDF | 520 Pages | 7.99 MB
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.