Market response models : econometric and time series analysis
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.
Print Book, English, ©2001
Kluwer Academic Publishers, Boston, ©2001
XIV, 501 p. : illustrations, table ; 24 cm.
9780792378266, 9781402073687, 9780306475948, 9786610200825, 0792378261, 1402073682, 0306475944, 6610200823
783013354
Response Models for Marketing Management.- Markets, Data, and Sales Drivers.- Market Response in Stationary Markets.- Design of Static Response Models.- Design of Dynamic Response Models.- Parameter Estimation and Model Testing.- Market Response in Evolving Markets.- Single Marketing Time Series.- Multiple Marketing Time Series.- Solving Marketing Problems with ETS.- Empirical Findings and Managerial Insights.- Making Marketing Plans and Sales Forecasts.- Conclusion.- Implementation.
1e dr.: 1989. - (International series in quantitative marketing, ISSN 0923-6716 ; 2)