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Market Response Models : Econometric and Time Series Analysis - Dominique M. Hanssens

Market Response Models

Econometric and Time Series Analysis

Paperback

Published: 31st January 2003
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Market Response Models: Econometric and Time Series Analysis is the leading source of information on the use of market response models for planning and forecasting. It has served as a text for graduate students in marketing, as a guide for marketing scientists and as a handbook for marketing professionals. In each case the purpose has been the same: capture the excitement and power of a technique so advanced it has literally changed the style of marketing mix decision making. Now, in its second edition, the authors have provided a thoroughly-updated version for a new generation of marketing scholars and managers. From advances in technology and science to the recognition of database and Internet-age marketing, Market Response Models builds on its reputation as the authoritative text in its field. The emergence of market response as an essential tool for world-class marketing has made this book even more relevant to practicing managers. Today no one can ignore the competitive edge that market response gives to companies: it is both the high-end of data mining and the basis for decision support. The fact that sales forecasts and marketing decisions can be improved with market response models is just one more reason that companies need to understand-and use-this technique. As in the first edition, Market Response Models: This second edition of Market Response Models: This book is truly the foundation of market response modeling.

Preface
Introduction
Response Models for Marketing Management
Markets, Data, and Sales Drivers
Market Response in Stationary Markets
Design of Static Response Models
Design of Dynamic Response Models
Parameter Estimation and Model Testing
Market Response in Evolving Markets
Single Marketing Time Series
Multiple Marketing Time Series
Solving Marketing Problems with ETS
Empirical Findings and Managerial Insights
Making Marketing Plans and Sales Forecasts
Conclusion
Implementation
Bibliography
Author Index
Company/Brand Index
Industry/Category/Product Index
Subject Index
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9781402073687
ISBN-10: 1402073682
Series: International Series in Quantitative Marketing
Audience: General
Format: Paperback
Language: English
Number Of Pages: 502
Published: 31st January 2003
Publisher: Springer-Verlag New York Inc.
Country of Publication: US
Dimensions (cm): 22.45 x 15.6  x 2.82
Weight (kg): 0.71
Edition Number: 2
Edition Type: Revised