This second edition of Market Response Models: -places much more emphasis on the basic building blocks of market response modeling: 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, e.g., 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. This book is truly the foundation of market response modeling.
Author(s): Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Edition: 2
Year: 2001
Language: English
Pages: 520
Preliminaries......Page 1
CONTENTS......Page 8
Preface......Page 12
1. Response Models for Marketing Management......Page 18
2. Markets, Data, and Sales Drivers......Page 38
3. Design of Static Response Models......Page 104
4. Design of Dynamic Response Models......Page 154
5. Parameter Estimation and Model Testing......Page 198
6. Single Marketing Time Series......Page 266
7. Multiple Marketing Time Series......Page 300
8. Empirical Findings and Managerial Insights......Page 334
9. Making Marketing Plans and Sales Forecasts......Page 372
10. Implementation......Page 422
Bibliography......Page 442
Author Index......Page 496
Company/Brand Index......Page 504
Industry/Category/Product Index......Page 506
Subject Index......Page 508
