Building Models for Marketing Decisions

AvPeter S.H. Leeflang,Dick R. Wittink

Häftad, Engelska, 2000

Del i serien International Series in Quantitative Marketing

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Beskrivning

This text describes marketing models that managers can use as an aid in decision making. Even simple models outperform human judgements in predicting outcomes in a wide variety of contexts. More complex models potentially provide insights about structural relations not available from casual observations. Although marketing models are now widely accepted, the quality of the marketing decisions is critically dependent upon the quality of the models on which those decisions are based. In this book, which is a revision and expansion of Naert and Leeflang's "Building Implementable Marketing Models" (1978), the authors discuss in detail the model-building process. They distinguish four parts in this process: specification, estimation, validation and use of models. Throughout the book, the authors provide examples and illustrations.

Produktinformation

Utgivningsdatum:2000-02-29
Mått:160 x 240 x 36 mm
Vikt:987 g
Format:Häftad
Språk:Engelska
Serie:International Series in Quantitative Marketing
Antal sidor:645
Upplaga:2000
Förlag:Kluwer Academic Publishers
ISBN:9780792378136

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

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 NetherlandsMichel 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.

Innehållsförteckning

1 Introduction.- 2 Classifying marketing models according to degree of explicitness.- 3 Benefits from using marketing models.- 4 A typology of marketing models.- 5 Elements of model building.- 6 Marketing dynamics.- 7 Implementation criteria with respect to model structure.- 8 Specifying models according to intended use.- 9 Specifying models according to level of demand.- 10 Specifying models according to amount of behavioral detail.- 11 Modeling competition.- 12 Stochastic consumer behavior models.- 13 Multiproduct models.- 14 Model specification issues.- 15 Organizing Data.- 16 Estimation and testing.- 17 Special topics in model specification and estimation.- 18 Validation.- 19 Determinants of model implementation.- 20 Cost-benefit considerations in model building and use.- 21 Models for marketing decisions in the future.- Author Index.