Market Response Models
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Market Response Models
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Author : Dominique M. Hanssens
language : en
Publisher: Springer Science & Business Media
Release Date : 2003-01-31
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 2003-01-31 with Business & Economics categories.
This second edition of Market Response Models: -places much more emphasis on the basic building blocks of market response modeling: markets, data, and sales drivers, through a separate chapter. -splits the design of response models into separate chapters on static and dynamic models. -discusses techniques and findings spawned by the marketing information revolution, e.g., scanner data. -emphasizes new insights available on marketing sales drivers, especially improved understanding of sales promotion. -demonstrates methodological developments to assess long-term impacts, where present, of current marketing efforts. -includes a new chapter on sales forecasting. -adds mini-case histories in the form of boxed inserts entitled Industry Perspectives, which are primarily written by business executives. This book is truly the foundation of market response modeling.
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.
Market Response Models Econometric And Time Series Analysis
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Author : Dominique M. Hanssens
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-12-06
Market Response Models Econometric And Time Series Analysis 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 2012-12-06 with Business & Economics categories.
This book reports over a decade's worth of research on the development of empirical response models that have important uses for generating marketing knowledge and improving marketing decisions. Some of its contributions to marketing are the following: 1. It integrates state-of-the art technical material with discussions of its relevance to management. 2. It provides continuity to a research stream over 20 years old. 3. It illustrates how marketing generalizations are the basis of marketing theory and marketing knowledge. 4. It shows how the research can be applied to marketing planning and forecasting. 5. It presents original research in marketing. The book addresses both marketing researchers and marketing managers. This can be done because empirical decision models are helpful in practice and are also based on theories of response. Econometric and time series analysis (ETS) is one of the few areas in marketing where there is little, if any, conflict between the academic sphere and the world of professional practice. Market Response Models is a sequel to Marketing Models and Econometric Research, published in 1976. It is rare for a research-oriented book in market ing to be updated or to have a sequel. Unlike many other methodologies, ETS research in marketing has stood the test of time. It remains the main method for discovering relations among marketing variables.
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.
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.
Models And Managers
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Author : John D. C. Little
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2017-08-08
Models And Managers written by John D. C. Little and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-08 with categories.
A manager tries to put together the various resources under his control into an activity that achieves his objectives. A model of his operation can assist him but probably will not unless it meets certain requirements. A model that is to be used by a manager should be simple, robust, easy to control, adaptive, as complete as possible, and easy to communicate with. By simple is meant easy to understand; by robust, hard to get absurd answers from; by easy to control, that the user knows what input data would be required to produce desired output answers; adaptive means that the model can be adjusted as new information is acquired; completeness implies that Important phenomena will be included even if they require judgmental estimates of their effect; and, finally, easy to communicate with means that the manager can quickly and easily change inputs and obtain and understand the outputs.
Marketing Engineering
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Author : Gary L. Lilien
language : en
Publisher: DecisionPro
Release Date : 2004
Marketing Engineering written by Gary L. Lilien and has been published by DecisionPro this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
Accompanying CD-ROM contains ... "26 software programs, help files and tutorials."--Page 4 of cover.
Principles Of Marketing Engineering 2nd Edition
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Author : Gary L. Lilien
language : en
Publisher: DecisionPro
Release Date : 2013
Principles Of Marketing Engineering 2nd Edition written by Gary L. Lilien and has been published by DecisionPro this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Business & Economics categories.
The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering-putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.) We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. What's New In the 2nd Edition While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however Updated the examples and references. Added new content on customer lifetime value and customer valuation methods. Added several new pricing models. Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.
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.
The Handbook Of Marketing Research
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Author : Rajiv Grover
language : en
Publisher: SAGE Publications
Release Date : 2006-06-23
The Handbook Of Marketing Research written by Rajiv Grover and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-06-23 with Business & Economics categories.
The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.