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Building models for marketing decisions

Author: P S H Leeflang
Publisher: Boston : Kluwer, ©2000.
Series: International series in quantitative marketing, 9.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
This text describes marketing models that managers can use as an aid in decision making. It distinguishes four parts in this process: specification, estimation, validation and use of models.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: P S H Leeflang
ISBN: 0792377729 9780792377726 079237813X 9780792378136
OCLC Number: 43370380
Description: xvi, 645 pages : illustrations ; 25 cm.
Contents: pt. 1. Introduction to marketing models --
1. Introduction --
2. Classifying marketing models according to degree of explicitness --
3. Benefits from using marketing models --
4. A typology of marketing models --
pt. 2. Specification --
5. Elements of model building --
6. Marketing dynamics --
7. Implementation criteria with respect to model structure --
8. Specifying models according to intended use --
9. Specifying models according to level to demand --
10. Specifying models according to amount of behavioral detail --
11. Modeling competition --
12. Stochastic consumer behavior models --
13. Multiproduct models --
14. Model specification issues --
pt. 3. Parameterization and validation --
15. Organizing Data --
16. Estimation and testing --
17. Special topics in model specification and estimation --
18. Validation --
pt. 4. Use/Implementation --
19. Determinants of model implementation --
20. Cost-benefit considerations in model building and use --
21. Models for marketing decisions in the future.
Series Title: International series in quantitative marketing, 9.
Responsibility: Peter S.H. Leeflang [and others].
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Abstract:

This book is about marketing models and the process of model building. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the  Read more...

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