市場反応モデル：計量経済学と時系列分析（第２版） Market Response Models : Econometric and Time Series Analysis （2nd ed. 2003. 520 p.）

Hanssens, Dominique M./ Parsons, Leonard J./ Schultz, Randall L.

SPRINGER NETHERLANDS（2003発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 520 p.
• 言語 ENG
• 商品コード 9781402073687

基本説明

New in paperback. Hardcover was published in 2001.

Full Description

A guide to the use of market response models for planning and forecasting. The text can serve as a text for graduate students in marketing, as a guide for marketing scientists and as a handbook for marketing professionals. In each case the purpose has been the same: to capture the essence of a technique so advanced it has changed the style of marketing mix decision making. Now, in its second edition, the book covers everything from advances in technology and science to the recognition of database and Internet-age marketing.
It places much more emphasis on the basic building blocks of market response modelling - 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; emphasizes 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 in the 21st century; includes a chapter on sales forecasting; and adds mini-case histories in the form of boxed inserts entitled "Industry Perspectives", which are primarily written by business executives.