Market Response Models: Econometric and Time Series Analysis 2nd Edition, by Dominique M. Hanssens, Leonard J. Parsons and Randall L. Schultz supplies more emphasis on the fundamental building of market response modeling: markets, knowledge, and sales drivers, via a separate chapter. This text splits the design of response fashions into separate chapters on static and dynamic models.
This text is the leading source of information on the usage of market response fashions for planning and forecasting. It has served as a text for graduate students in advertising and marketing, as a guide for advertising and marketing scientists and as a handbook for advertising professionals. In each case the purpose has been the identical: capture the excitement and power of a way so superior it has actually changed the fashion of promoting combine determination making.
Now, the authors have offered a completely-up to date model for a new era of marketing scholars and managers. It discusses methods and findings spawned by the advertising data revolution, e.g., scanner data by emphasizing new insights available on advertising and marketing gross sales drivers, especially improved understanding of sales promotion and demonstrates methodological developments to evaluate long-time period impacts, where current, of present marketing efforts.
Finally, Market Response Models also features a new chapter on sales forecasting and mini-case histories in the type of boxed inserts entitled Business Views, primarily written by business executives. This book is actually the inspiration of market response modeling.
Market Response Models: Econometric and Time Series Analysis (International Series in Quantitative Marketing) [Paperback]
Dominique M. Hanssens, Leonard J. Parsons and Randall L. Schultz
Springer; 2nd edition (January 31, 2003)