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Market Response Models: Econometric and Time Series Analysis (International Series in Quantitative Marketing)
Posted on 2010-04-14
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Author: Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Publisher: Springer (2003) Binding: Paperback, 520 pages pricer: $69.95 ISBN-10: 1402073682 editorialreviews 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. no
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