Market Response Models: Econometric and Time Series Analysis (International Series in Quantitative Marketing)

Market Response Models: Econometric and Time Series Analysis (International Series in Quantitative Marketing)
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Market Response Models: Econometric and Time Series Analysis (International Series in Quantitative Marketing)

BY Dominique M. Hanssens, Leonard J. Parsons), Randall L. Schultz



Publisher: Springer; 2nd edition (January 31, 2003)



Product Description

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.