Modeling Markets: Analyzing Marketing Phenomena and Improving Marketing Decision Making

Peter S. H. Leeflang

ISBN 10: 1493920855 / ISBN 13: 9781493920853

Edité par Springer-Verlag New York Inc., 2014

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This item is printed on demand. New copy - Usually dispatched within 5-9 working days 973. N° de réf. du vendeur C9781493920853

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Titre : Modeling Markets: Analyzing Marketing ...

Éditeur : Springer-Verlag New York Inc.

Date d'édition : 2014

Reliure : Hardback

Etat : New

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Synopsis :

This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support marketing decisions.
Modeling Markets presents a comprehensive overview of the tools and methodologies that managers can use in decision making. It has long been known that even simple models outperform judgments in predicting outcomes in a wide variety of contexts. More complex models potentially provide insights about structural relations not available from casual observations.
In this book, the authors present a wealth of insights developed at the forefront of the field, covering all key aspects of specification, estimation, validation and use of models. The most current insights and innovations in quantitative marketing are presented, including in-depth discussion of Bayesian estimation methods. Throughout the book, the authors provide examples and illustrations. This book will be of interest to researchers, analysts, managers and students who want to understand, develop or use models of marketing phenomena.