Summary and Info
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.
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