附註:Includes bibliographical references (pages 427-480) and indexes.
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.
摘要:This second edition of Market Response Models: -places much more emphasis on the basic building blocks of market response modeling: markets, data, and sales drivers, through a separate chapter.-splits the design of response models into separate chapters on static and dynamic models.-discusses techniques and findings spawned by the marketing information revolution, e.g., scanner data.-emphasizes new insights available on marketing sales drivers, especially improved understanding of sales promotion.-demonstrates methodological developments to assess long-term impacts, where present, of current marketing efforts.-includes a new chapter on sales forecasting.-adds mini-case histories in the form of boxed inserts entitled Industry Perspectives, which are primarily written by business executives. This book is truly the foundation of market response modeling.
