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Market response models : econometric and time series analysis

Author: Dominique M Hanssens; Leonard J Parsons; Randall L Schultz
Publisher: Boston : Kluwer Academic Publishers ; Norwell, Mass. : Distributiors for North, Central and South America, Kluwer Academic Publishers, ©2001.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:
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.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Dominique M Hanssens; Leonard J Parsons; Randall L Schultz
ISBN: 0792378261 9780792378266 1402073682 9781402073687
OCLC Number: 45620561
Description: xiv, 501 pages : illustrations ; 25 cm
Contents: 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.
Responsibility: by Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz.
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From 1976 to the beginning of the millennium-covering the quarter-century life span of this book and its predecessor-something remarkable has happened to market response research: it has become  Read more...

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