Market Response Models

Dominique M. Hanssens

• 31 maart 2001
• 9780792378266

Samenvatting:

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 practice.



As in the first edition, "Market Response Models": integrates technical material with discussions of its relevance to management; provides continuity to a decades-long research stream; illustrates how marketing generalizations are the basis of marketing theory and knowledge; shows how research can be applied to marketing planning and forecasting; and presents original research in marketing. This second edition of "Market Response Models": places much more emphasis on the basic building blocks of market response modelling - markets, data, and sales drivers, through a separate chapter; splits the design of response models into separate chapters on static and dynamic models; discusses techniques and findings spawned by the marketing information revolution such as scanner data; emphasizes new insights available on marketing sales drivers, especially improved understanding of sales promotion; demonstrates methodological developments to assess long-term impacts, where present, of current marketing efforts; includes a new chapter on sales forecasting; adds mini-case histories in the form of boxed inserts entitled "Industry Perspectives", which are primarily written by business executives.