Dominique M. Hanssens: Market Response Models

Cover: 9781402073687 | Market Response Models | Econometric and Time Series Analysis | Buch

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Beschreibung

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.

Zusammenfassung

A thoroughly-updated version for a new generation of marketing scholars and managers

Inhaltsverzeichnis

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.

Details

Erscheinungsjahr:	2003
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Reihe:	International Series in Quantitative Marketing
Inhalt:	xiv 502 S.
ISBN-13:	9781402073687
ISBN-10:	1402073682
Sprache:	Englisch
Ausstattung / Beilage:	Paperback
Einband:	Kartoniert / Broschiert
Autor:	Hanssens, Dominique M. Schultz, Randall L. Parsons, Leonard J.
Auflage:	2nd ed. 2001
Hersteller:	Springer US Springer US, New York, N.Y. International Series in Quantitative Marketing
Maße:	233 x 155 x 28 mm
Von/Mit:	Dominique M. Hanssens (u. a.)
Erscheinungsdatum:	31.01.2003
Gewicht:	0,773 kg

Artikel-ID: 102466038

Zusammenfassung

A thoroughly-updated version for a new generation of marketing scholars and managers

Inhaltsverzeichnis

Details

Erscheinungsjahr:	2003
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Reihe:	International Series in Quantitative Marketing
Inhalt:	xiv 502 S.
ISBN-13:	9781402073687
ISBN-10:	1402073682
Sprache:	Englisch
Ausstattung / Beilage:	Paperback
Einband:	Kartoniert / Broschiert
Autor:	Hanssens, Dominique M. Schultz, Randall L. Parsons, Leonard J.
Auflage:	2nd ed. 2001
Hersteller:	Springer US Springer US, New York, N.Y. International Series in Quantitative Marketing
Maße:	233 x 155 x 28 mm
Von/Mit:	Dominique M. Hanssens (u. a.)
Erscheinungsdatum:	31.01.2003
Gewicht:	0,773 kg