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Marketing Models - Gary Lilien

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Prefacep. xi
Theory and Models in Marketingp. 1
Science and Marketing Modelsp. 1
The Complexity of Marketingp. 4
Modelsp. 5
Methodologyp. 6
Purposep. 6
Decision Support Modelsp. 10
Theoretical Modeling in Marketingp. 11
Focus and Structure of This Bookp. 16
Problemsp. 17
Consumer Behaviorp. 19
Chapter Overviewp. 19
The Foundations of Consumer Behavior Modelsp. 20
The Nature of Consumer Behavior Modelsp. 22
Understanding the Stages of Consumer Choicep. 24
A Five-Stage Model of Consumer Behaviorp. 25
Level of Involvementp. 28
Use of the Framework: A Range of Modelsp. 30
Stochastic Modelsp. 31
Purchase Incidence Modelsp. 32
Stochastic Models of Brand Choicep. 40
Process-Oriented Models of the Consumer Choice Processp. 56
Need Arousalp. 56
Information Searchp. 64
Perceptual-Evaluation Modelsp. 74
Models of Attitude and Preference Formationp. 88
Purchasep. 97
Postpurchase and Purchase Feedbackp. 107
Integration: Examples of Combining Models to Solve Management Problemsp. 111
Future Directions for Consumer Behavior Modelsp. 123
Summaryp. 125
Problemsp. 126
Organizational Buying Modelsp. 136
General Models of Organizational Behaviorp. 138
The Sheth Modelp. 138
Webster-Wind Modelp. 140
The Choffray-Lilien Modelp. 141
Group Choicep. 149
Bargaining Modelsp. 154
Models of Bargaining Outcomesp. 157
Process Models of Negotiationp. 162
Research Needs in Organizational Buying Modelsp. 165
Summaryp. 166
Problemsp. 167
Pricep. 169
Pricingp. 169
A Microeconomic View of Pricingp. 171
Developing Demand and Cost Information for Pricing Decisionsp. 189
Model Extensionsp. 191
Setting Price in Practicep. 206
Summaryp. 212
Problemsp. 213
Productp. 218
The Product: Definitions and Classificationp. 218
The Theory of Product Strategyp. 219
Product Strategy for a Monopolistp. 223
Product Strategy with Competitionp. 229
Decision Models for Product Designp. 238
Model-Based Procedures for Product Designp. 245
Summaryp. 258
Problemsp. 258
Advertisingp. 263
The Effects of Advertisingp. 265
Objective Setting and Budgetingp. 275
Practice and Modelsp. 275
Other Approachesp. 292
Message and Copy Decisionsp. 295
Copy Testing and Measures by Copy Effectivenessp. 296
Estimating the Creative Quality of Adsp. 301
How Many Advertisements Should Be Created and Pretested?p. 302
Media Selection and Schedulingp. 307
Modeling Approachesp. 312
Summaryp. 319
Problemsp. 320
Promotionp. 324
Sales Promotion: Types and Effectsp. 324
Objectives of Promotionsp. 326
Characteristics of Promotionsp. 327
Evidence of Promotional Effectsp. 329
Promotional Modelsp. 334
Other Promotional Modelsp. 353
The Future of Promotional Modelsp. 356
Summaryp. 357
Problemsp. 358
Sales Forcep. 361
Personal Selling: Tasks, Importance and Modelsp. 362
The Role of the Sales Forcep. 362
Sales Force Decision Problemsp. 362
Modeling Sales Force Problemsp. 365
Sales Force Sizingp. 365
Allocation of Selling Effortp. 371
Sales Territory Designp. 380
Setting Commissions and Quotas: Indirect Control of the Sales Forcep. 385
Integrative Models for Sales Force Decisionsp. 398
Summaryp. 402
Problemsp. 403
Distributionp. 407
The Distribution Problemp. 407
Distribution Strategyp. 412
Distribution Locationp. 431
Market-Selection Decisionp. 431
Number-of-Outlets Decisionp. 434
Site-Selection Decisionp. 438
Store Size and Characteristic Decisionsp. 445
Distribution Logisticsp. 448
Summaryp. 452
Problemsp. 453
New Product Planningp. 457
Types of New Product Situationsp. 458
The Adoption Process for New Productsp. 461
Aggregate Diffusion Models: Models of First Purchasep. 464
Repeat-Purchase Models for New Productsp. 480
Summaryp. 497
Problemsp. 500
Strategyp. 506
Marketing Planning and Strategy Decisionsp. 506
Market Definition and Market Structurep. 509
The Product Life Cyclep. 512
Cost Dynamics: Scale and Experience Effectsp. 517
Marketing-Mix Analysis and Modelsp. 523
Competitionp. 538
Analytical Approaches to Market-Strategy Developmentp. 547
Summaryp. 566
Problemsp. 566
Decision Support and Implementationp. 573
The Evolution of Business Systemsp. 573
Decision Support Systemsp. 574
Intelligent Marketing Systemsp. 581
IMS/MDSS: A Bridge to Successful Implementation for Marketing Modelsp. 589
Model/System-Related Dimensions of Implementation Successp. 592
Implementation Rules of Thumbp. 596
A Look Aheadp. 597
Problemsp. 598
Mathematics for Marketing Modelsp. 599
Miscellany: A Grabbag of Elementary Topicsp. 599
Some Important Statistical Distributions Frequently Used in Marketing Modelsp. 601
Mixing Distributions and Heterogeneityp. 611
Mathematics of Optimizationp. 616
Linear Inequality Constrained Optimizationp. 623
Multiple-Objective Optimizationp. 627
Linear Differential Equationsp. 631
Objectives and Utilitiesp. 639
Decision Makers and Objectivesp. 639
Incorporating Risk: Assessing Utility Functionsp. 641
Multiple-Goal Formulations: Single Decision Makerp. 645
Multiple Decision Makersp. 647
Aggregate Market Response Modelsp. 650
A Taxonomy of Modelsp. 650
Noncompetitive Market Response Phenomenap. 651
A Brief Catalog of One-Variable Mathematic Formsp. 653
Interactionsp. 660
Dynamic Effectsp. 661
Discrete-Time Modelsp. 662
Continuous-Time Modelsp. 666
Modeling Demand at Different Levelsp. 666
Market-Share and Product-Class Salesp. 666
Product-Class Sales Modelsp. 668
Market-Share Modelsp. 669
Other Modeling Issuesp. 672
Choosing and Evaluating a Mathematical Formp. 674
Model Calibrationp. 675
Objective Parameter Estimationp. 675
Simple Linear Regression Modelp. 676
Multiple Linear Regressionp. 679
Parameter Estimation for Nonlinear Modelsp. 687
Multiple-Equation Problems and Solutionsp. 690
Causal Models and Unobserved Variablesp. 693
Subjective Parameter Estimationp. 696
Blending Judgmental and Empirical Data: Bayesian Estimationp. 700
Game Theory Conceptsp. 704
Rationality, Intelligence, and Rules of the Gamep. 704
Strategic and Extensive Form Representationsp. 705
Nash Equilibriump. 707
Bibliographyp. 717
Author Indexp. 779
Subject Indexp. 785
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780135456415
ISBN-10: 013545641X
Audience: Professional
Format: Paperback
Language: English
Published: 1st April 1995
Country of Publication: GB
Dimensions (cm): 24.13 x 18.42  x 4.45
Weight (kg): 1.18
Edition Number: 1