Building Models for Marketing Decisions: International Series in Quantitative Marketing, cartea 9
Autor Peter S.H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naerten Limba Engleză Paperback – 29 feb 2000
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Specificații
ISBN-13: 9780792378136
ISBN-10: 079237813X
Pagini: 668
Ilustrații: XVI, 645 p.
Dimensiuni: 160 x 240 x 35 mm
Greutate: 0.92 kg
Ediția:2000
Editura: Springer Us
Colecția Springer
Seria International Series in Quantitative Marketing
Locul publicării:New York, NY, United States
ISBN-10: 079237813X
Pagini: 668
Ilustrații: XVI, 645 p.
Dimensiuni: 160 x 240 x 35 mm
Greutate: 0.92 kg
Ediția:2000
Editura: Springer Us
Colecția Springer
Seria International Series in Quantitative Marketing
Locul publicării:New York, NY, United States
Public țintă
ResearchCuprins
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.
Notă biografică
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.