Peter S. H. Leeflang: Modeling Markets

Cover: 9781493940875 | Modeling Markets | Peter S. H. Leeflang (u. a.) | Taschenbuch | xiv

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Beschreibung

This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support marketing decisions.

Modeling Markets presents a comprehensive overview of the tools and methodologies that managers can use in decision making. It has long been known that even simple models outperform judgments in predicting outcomes in a wide variety of contexts. More complex models potentially provide insights about structural relations not available from casual observations.

In this book, the authors present a wealth of insights developed at the forefront of the field, covering all key aspects of specification, estimation, validation and use of models. The most current insights and innovations in quantitative marketing are presented, including in-depth discussion of Bayesian estimation methods. Throughout the book, the authors provide examples and illustrations. This book will be of interest to researchers, analysts, managers and students who want to understand, develop or use models of marketing phenomena.

Über den Autor

Peter S.H. Leeflang (1946) is Professor of Marketing at the Department of Economics at the University of Groningen, The Netherlands, and member of the Royal Netherlands Academy of Arts and Sciences.

Dick R. Wittink (1945) is the General George Rogers Clark Professor of Management and Marketing at the Yale School of Management, USA, and Professor of Marketing and Marketing Research at the University of Groningen, The Netherlands

Michel Wedel (1957) is Professor of Marketing Research at the Department of Economics, University of Groningen, The Netherlands.

Philippe A. Naert (1945) is the Dean of TIAS Business School and Professor of Marketing, Tilburg University, The Netherlands.

Zusammenfassung

Comprehensive coverage of data analysis methodology and techniques in quantitative marketing

Applies the most current topics, examples, research findings, and innovations in the field

Designed as a research and professional resource and for course use; based on previous volumes with strong adoptions

Inhaltsverzeichnis

Building models for markets.- Model specification.- Data.- Estimation and testing.- Validation and testing.- Re-estimation: introduction to more advanced estimation methods.- Examples of models for aggregate demand.- Individual demand models.- Examples of database marketing models.- Use: implementation issues.- Appendix A: Matrix algebra.

Details

Erscheinungsjahr:	2016
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Reihe:	International Series in Quantitative Marketing
Inhalt:	xiv 408 S. 42 s/w Illustr. 1 farbige Illustr. 408 p. 43 illus. 1 illus. in color.
ISBN-13:	9781493940875
ISBN-10:	1493940872
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Leeflang, Peter S. H. Wieringa, Jaap E. Bijmolt, Tammo H. A. Pauwels, Koen H.
Auflage:	Softcover reprint of the original 1st edition 2015
Hersteller:	Springer International Series in Quantitative Marketing
Verantwortliche Person für die EU:	Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	235 x 155 x 23 mm
Von/Mit:	Peter S. H. Leeflang (u. a.)
Erscheinungsdatum:	23.08.2016
Gewicht:	0,639 kg