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Market Response Models

Author: Dominique M. Hanssens

Publisher: Springer Science & Business Media

ISBN: 9780306475948

Category: Business & Economics

Page: 502

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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. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. The bibliography of this book supports the notion that the academic research in marketing led the way. The journey was difficult, sometimes halting, but ultimately market response research advanced and then insinuated itself into the fabric of modern management.
Market Response Models
Language: un
Pages: 502
Authors: Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Categories: Business & Economics
Type: BOOK - Published: 2006-04-11 - Publisher: Springer Science & Business Media

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. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work
Market Response and Marketing Mix Models
Language: un
Pages: 90
Authors: Douglas Bowman, Hubert Gatignon
Categories: Business & Economics
Type: BOOK - Published: 2010 - Publisher: Now Publishers Inc

Market Response and Marketing Mix Models takes a forward-looking perspective identifying research opportunities related to market response and marketing mix models falling under four broad areas: - "New" or under-studied inputs and/or "richer" measures of inputs constructs. - Explicitly accounting for the process linking inputs to outputs - "New" or
Market Response Models: Econometric and Time Series Analysis
Language: un
Pages: 388
Authors: Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Categories: Business & Economics
Type: BOOK - Published: 1990 - Publisher: Springer

This book reports over a decade's worth of research on the development of empirical response models that have important uses for generating marketing knowledge and improving marketing decisions. Some of its contributions to marketing are the following: 1. It integrates state-of-the art technical material with discussions of its relevance to
Market Response Models
Language: un
Pages: 404
Authors: Dominique M Hanssens, Leonard J Parsons, Randall L Schultz
Categories: Business & Economics
Type: BOOK - Published: 1989-10-31 - Publisher:

Books about Market Response Models
Forecasting with Market Response Models
Language: un
Pages:
Authors: Dominique M Hanssens, Leonard J Parsons, Randall L Schultz
Categories: Business & Economics
Type: BOOK - Published: 1994 - Publisher:

Books about Forecasting with Market Response Models