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...
The observation that many models are built but few are used has almost become a commonplace in the management science and operations research literature. Nevertheless, the statement remains to a large extent true today, also and perhaps even more so where marketing models are concerned. This led Philippe Naert, now about four years ago, to write a concept text of a few hundred pages on the subject of how to build imple men table marketing models, that is, models that can and will be used. One of the readers of that early manuscript was Peter Leefiang. He made suggestions leading to a more...
The observation that many models are built but few are used has almost become a commonplace in the management science and operations research literatu...
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. Prior to the introduction of scanner equipment in retail outlets, ACNielsen, the major supplier of information on brand performance, claimed that its business was to provide the score but not to explain or predict it. With technological advances and the introduction of the Internet, the opportunity to obtain...
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...
