Modeling Markets Analyzing Marketing Phenomena and Improving Marketing Decision Making /

• Κύριοι συγγραφείς: Leeflang, Peter S.H (Συγγραφέας), Wieringa, Jaap E. (Συγγραφέας), Bijmolt, Tammo H.A (Συγγραφέας), Pauwels, Koen H. (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: New York, NY : Springer New York : Imprint: Springer, 2015.
• Σειρά: International Series in Quantitative Marketing,
• Θέματα: Business.; Marketing.; Management.; Operations research.; Decision making.; Business and Management.; Operation Research/Decision Theory.

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. The market environment is changing rapidly and constantly. With the introducti...

Πίνακας περιεχομένων:

• Building models for markets
• Model specification
• Data
• Estimation and testing
• Validation and testing
• Re-estimation: introduction to more advanced estimation methods
• Examples of models for aggregate demand
• Individual demand models
• Examples of database marketing models
• Use: implementation issues
• Appendix A: Matrix algebra.