Op werkdagen voor 23:00 besteld, morgen in huis Gratis verzending vanaf €20
, ,

Market Response Models

Econometric and Time Series Analysis

Gebonden Engels 2001 9780792378266
Verwachte levertijd ongeveer 8 werkdagen

Samenvatting

From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. The bibliography of this book supports the notion that the academic research in marketing led the way. The journey was difficult, sometimes halting, but ultimately market response research advanced and then insinuated itself into the fabric of modern management.

Specificaties

ISBN13:9780792378266
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:502
Uitgever:Springer US
Druk:2

Lezersrecensies

Wees de eerste die een lezersrecensie schrijft!

Geef uw waardering

Zeer goed Goed Voldoende Matig Slecht

Inhoudsopgave

Preface.
I: Introduction. 1. Response Models for Marketing Management. 2. Markets, Data, and Sales Drivers.
II: Market Response in Stationary Markets. 3. Design of Static Response Models. 4. Design of Dynamic Response Models. 5. Parameter Estimation and Model Testing.
III: Market Response in Evolving Markets. 6. Single Marketing Time Series. 7. Multiple Marketing Time Series.
IV: Solving Marketing Problems with ETS. 8. Empirical Findings and Managerial Insights. 9. Making Marketing Plans and Sales Forecasts.
V: Conclusion. 10. Implementation.
Bibliography. Author Index. Company/Brand Index. Industry/Category/Product Index. Subject Index.

Managementboek Top 100

Rubrieken

Populaire producten

    Personen

      Trefwoorden

        Market Response Models