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...
This text describes marketing models that managers can use as an aid in decision making. Even simple models outperform human judgements in predicting ...
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual...
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketin...
Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market...
Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produc...
This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention and perception (chapters 2-5) visual cognition (chapters 6-9) and action and choice (chapters 10-12). The chapters go beyond what is known, and offer in many cases a more speculative and visionary account of the directions that...
This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the f...
Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market...
Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produc...
