Building Models for Marketing Decisions

ISBN-13: 9780792377726 / Angielski / Twarda / 2000 / 645 str.

Peter S. H. Leeflang; Dick R. Wittink; Michel Wedel

Opis

This text describes marketing models that managers can use as an aid in decision making. Even simple models outperform human judgements in predicting outcomes in a wide variety of contexts. More complex models potentially provide insights about structural relations not available from casual observations. Although marketing models are now widely accepted, the quality of the marketing decisions is critically dependent upon the quality of the models on which those decisions are based. In this book, which is a revision and expansion of Naert and Leeflang's Building Implementable Marketing Models (1978), the authors discuss in detail the model-building process. They distinguish four parts in this process: specification, estimation, validation and use of models. Throughout the book, the authors provide examples and illustrations.

Spis treści

Introduction. -Classifying marketing models. -Benefits from using marketing modesl. -Specification. -Marketing dynamics. -Implementation criteria. -Specifying models. -Modeling competition. -Stochastic consumer behavior models. -Model specification issues. -Parameterization and validation. -Estimation and testing. -Time-series models. -Validation. -Use/implementation. -Bibliography. -Index. -Provisional TOC

O autorze

Peter S.H. Leeflang (1946) is Professor of Marketing at the Department of Economics at the University of Groningen, The Netherlands, and member of the Royal Netherlands Academy of Arts and Sciences.

Dick R. Wittink (1945) is the General George Rogers Clark Professor of Management and Marketing at the Yale School of Management, USA, and Professor of Marketing and Marketing Research at the University of Groningen, The Netherlands

Michel Wedel (1957) is Professor of Marketing Research at the Department of Economics, University of Groningen, The Netherlands.

Philippe A. Naert (1945) is the Dean of TIAS Business School and Professor of Marketing, Tilburg University, The Netherlands.