Synopsis
Preface. I: Introduction. 1. Response Models for Marketing Management. 2. Markets, Data, and Sales Drivers. II: Market Response in Stationary Markets. 3. Design of Static Response Models. 4. Design of Dynamic Response Models. 5. Parameter Estimation and Model Testing. III: Market Response in Evolving Markets. 6. Single Marketing Time Series. 7. Multiple Marketing Time Series. IV: Solving Marketing Problems with ETS. 8. Empirical Findings and Managerial Insights. 9. Making Marketing Plans and Sales Forecasts. V: Conclusion. 10. Implementation. Bibliography. Author Index. Company/Brand Index. Industry/Category/Product Index. Subject Index.
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