Market Response And Marketing Mix Models
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Market Response And Marketing Mix Models
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Author : Douglas Bowman
language : en
Publisher: Now Publishers Inc
Release Date : 2010
Market Response And Marketing Mix Models written by Douglas Bowman and has been published by Now Publishers Inc this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
Market Response and Marketing Mix Models takes a forward-looking perspective identifying research opportunities related to market response and marketing mix models falling under four broad areas: - "New" or under-studied inputs and/or "richer" measures of inputs constructs. - Explicitly accounting for the process linking inputs to outputs - "New" or under-studied dependent variables - Under-studied or emerging contexts. Each section covers three broad areas related to marketing mix models - data issues and requirements, methodologies (i.e., traditional econometrics; Bayesian methods; structural models), and substantive findings. As quantitative information about markets and marketing actions has become widely available, modern marketing is presented with both a challenge and an opportunity: how to analyze this information accurately and efficiently, and how to use it to enhance marketing productivity. Market Response and Marketing Mix Models describes the tools needed for achieving these objectives.
Market Response Models
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Author : Dominique M. Hanssens
language : en
Publisher: Springer Science & Business Media
Release Date : 2005-12-19
Market Response Models written by Dominique M. Hanssens and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-12-19 with Business & Economics categories.
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.
Marketing Decision Models
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Author : Randall L. Schultz
language : en
Publisher: North-Holland
Release Date : 1981
Marketing Decision Models written by Randall L. Schultz and has been published by North-Holland this book supported file pdf, txt, epub, kindle and other format this book has been release on 1981 with Business & Economics categories.
Includes bibliographical references and index.
Marketing Models
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Author : Gary L. Lilien
language : en
Publisher:
Release Date : 1999
Marketing Models written by Gary L. Lilien and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Business & Economics categories.
Market Response Models
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Author : Dominique M. Hanssens
language : en
Publisher:
Release Date : 2014-01-15
Market Response Models written by Dominique M. Hanssens and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-15 with categories.
Marketing Mix Analysis With Lotus 1 2 3
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Author : Gary L. Lilien
language : en
Publisher: Course Technology
Release Date : 1986-01-01
Marketing Mix Analysis With Lotus 1 2 3 written by Gary L. Lilien and has been published by Course Technology this book supported file pdf, txt, epub, kindle and other format this book has been release on 1986-01-01 with Lotus 1-2-3 (Computer file) categories.
The concept of modeling market response is introduced and supported by a set of Lotus 1-2-3 spreadsheets that provide marketing decision makers with rapid sensitivity analysis and instant graphics. The accompanying software is designed to evaluate the impact of various marketing policies on sales and profitability. By translating equations into graphic representations, it makes sophisticated marketing models accessible to marketing professionals and students who do not have extensive quantitative training. The software is designed for IBM PCs and compatibles, and runs with Lotus 1-2-3, Version 1.A or 2.0.
Meta Analysis In Marketing
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Author : John U. Farley
language : en
Publisher: Free Press
Release Date : 1987
Meta Analysis In Marketing written by John U. Farley and has been published by Free Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1987 with Business & Economics categories.
Integrated Brand Marketing And Measuring Returns
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Author : P. Kitchen
language : en
Publisher: Springer
Release Date : 2010-07-07
Integrated Brand Marketing And Measuring Returns written by P. Kitchen and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07-07 with Business & Economics categories.
A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation, how the component parts of integrated brand marketing are working. This book explores this criteria.
Handbook Of Marketing Decision Models
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Author : Berend Wierenga
language : en
Publisher: Springer Science & Business Media
Release Date : 2008-09-11
Handbook Of Marketing Decision Models written by Berend Wierenga and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-11 with Business & Economics categories.
Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. The HANDBOOK OF MARKETING DECISION MODELS presents the state of the art in marketing decision models, dealing with new modeling areas such as customer relationship management, customer value and online marketing, but also describes recent developments in other areas. In the category of marketing mix models, the latest models for advertising, sales promotions, sales management, and competition are dealt with. New developments are presented in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets. Not only are the most recent models discussed, but the book also pays attention to the implementation of marketing models in companies and to applications in specific industries.
A Customized Market Response Model
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Author : Vithala R. Rao
language : en
Publisher:
Release Date : 2016
A Customized Market Response Model written by Vithala R. Rao and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with categories.
A customized, stepwise, log-linear, distributed lag, restricted market response model is proposed to estimate the effects of various elements of promotion expenditures on sales in the presence of potentially significant effects due to trend and/or seasonality when using time-series data. As distinct from standardized software packages, the customization offers management several benefits: (a) an (optional) imposition of prior restrictions on the directions of the coefficient variables; (b) an empirical determination of the lag structure for selected variables; (c) the detrending of the data to allow for the assessment of incremental marketing mix effects above trend; and (d) a simplified sensitivity analysis. The model is empirically tested and validated using sales data for a brand where the impact of several marketing mix variables is estimated and investigated via policy simulations. A comparison of these results with those obtained from a corresponding unrestricted model illustrates the advantages of this approach. Finally, the limitations of this procedure and directions for future research are discussed.