Building models for marketing decisions:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
Kluwer
2000
|
| Schriftenreihe: | International series in quantitative marketing
9 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | XVI, 645 S. graph. Darst. |
| ISBN: | 079237813X 0792377729 |
Internformat
MARC
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| 490 | 1 | |a International series in quantitative marketing |v 9 | |
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| 650 | 4 | |a Marketing - Modèles mathématiques | |
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| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Prise de décision - Modèles mathématiques |2 ram | |
| 650 | 4 | |a Mathematisches Modell | |
| 650 | 4 | |a Marketing |x Management |x Decision making |x Mathematical models | |
| 650 | 4 | |a Marketing |x Mathematical models | |
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Datensatz im Suchindex
| _version_ | 1804127548111585280 |
|---|---|
| adam_text | Contents
Preface
PART ONE: Introduction to marketing models
1
1.1
1.2
1.3
2
2.1
2.2
2.3
2.4
3
3.1
3.2
3.3
3.4
4
4.1
4.2
models
4.3
4.4
4.5
PART TWO: Specification
5
5.1
5.2
5.3
5.3.1
5.3.2
5.3.3
6
6.1
6.2
6.3
6.4
7
7.1
7.2
7.2.1
7.2.2
7.2.3
7.2.4
7.2.5
7.3
7.4
7.5
8
intended use
8.1
8.2
8.3
8.3.1
8.3.2
Appendix: The Dorfman-Steiner theorem
9
9.1
9.2
9.3
9.4
10
10.1
10.2
10.3
11
11.1
11.2
11.3
proaches
11.4
12
12.1
12.1.1
12.1.2
12.1.3
incidence model
12.1.4
12.1.5
12.2
12.2.1
12.2.2
12.2.3
12.3
12.3.1
12.3.2
12.3.3
12.4
13
13.1
13.2
13.3
13.4
13.5
14
14.1
14.1.1
14.1.2
14.1.3
14.2
14.3
14.4
14.5
14.6
PART THREE: Parameterization and validation
15
15.1
15.2
15.3
15.4
16
16.1
16.1.1
16.1.2
16.1.3
16.1.4
16.1.5
16.2
16.3
16.4
16.5
16.6
16.6.1
16.6.2
16.6.3
16.6.4
16.7
16.7.1
16.7.2
model
16.7.3
16.7.4
16.8
16.9
16.9.1
16.9.2
16.9.3
16.9.4
16.9.5
17
17.1
17.1.1
17.1.2
17.1.3
17.1.4
17.1.5
17.2
17.2.1
17.22
17.2.3
17.2.4
17.2.5
17.2.6
17.3
17.3.1
17.3.2 Autoregressive
17.3.3
17.3.4
17.3.5
17.3.6
17.3.7
17.3.8
17.3.9
17.4
18
18.1
18.2
18.3
18.4
18.4.1
18.4.2
18.4.3
18.4.4
18.5
18.6
18.7
PART FOUR: Use /Implementation
19
19.1
19.1.1
19.1.2
face
19.1.3
19.2
19.2.1
XU CONTENTS
19.2.2
19.2.3
19.2.4
20
20.1
20.2
20.3
20.4
20.5
21
the future
21.1
21.2
21.3
Bibliography
Author Index
Subject Index
The market environment is changing rapidly. Prior to scanner data, ACNielsen, the
major supplier of information on brand performances, said its business was to
provide the score but not to explain or predict it Now, model-based insights are not
only demanded by managers, but can also be meaningfully provided. It is common
for managers in many countries to receive market feedback frequently, quickly and
in great detail due to the use of scanners and computers. With advances in
information technology and expertise in modelling, IRI introduced model-based
services In the US that explain and predict essential parts of the marketplace.
ACNielsen followed, and marketing researchers have been developing increasingly
valid, useful and relevant models of marketplace behavior ever since. Models that
provide information about the sensitivity of market behavior to marketing activities
such as advertising, pricing, promotions and distribution are now routinely used by
managers for the identification of changes in marketing programs that can improve
brand performances.
Building Models for Marketing Decisions describes marketing models that
managers can use as an aid in decision making. It has long been known that even
simple models outperform judgments 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
They distinguish four parts in this process: specification, estimation, validation and
use of models. Throughout the book, the authors provide examples and
This book will be of interest to researchers, analysts, managers and students who
want to understand, develop or use models of marketing phenomena
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| spelling | Building models for marketing decisions by Peter S. H. Leeflang ... Boston [u.a.] Kluwer 2000 XVI, 645 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier International series in quantitative marketing 9 Besluitvorming gtt Decision support systems gtt Economische modellen gtt Marketing - Gestion - Modèles mathématiques Marketing - Modèles mathématiques Marketing - Modèles mathématiques ram Marketing - Prise de décision - Modèles mathématiques Marketing - Prise de décision ram Marketing gtt Prise de décision - Modèles mathématiques ram Mathematisches Modell Marketing Management Decision making Mathematical models Marketing Mathematical models Entscheidungstheorie (DE-588)4138606-1 gnd rswk-swf Marketingmodell (DE-588)4168909-4 gnd rswk-swf Marketingmodell (DE-588)4168909-4 s Entscheidungstheorie (DE-588)4138606-1 s DE-604 Leeflang, Peter 1946- Sonstige (DE-588)170074196 oth International series in quantitative marketing 9 (DE-604)BV004265073 9 Digitalisierung UBPassau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008755319&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008755319&sequence=000002&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Building models for marketing decisions International series in quantitative marketing Besluitvorming gtt Decision support systems gtt Economische modellen gtt Marketing - Gestion - Modèles mathématiques Marketing - Modèles mathématiques Marketing - Modèles mathématiques ram Marketing - Prise de décision - Modèles mathématiques Marketing - Prise de décision ram Marketing gtt Prise de décision - Modèles mathématiques ram Mathematisches Modell Marketing Management Decision making Mathematical models Marketing Mathematical models Entscheidungstheorie (DE-588)4138606-1 gnd Marketingmodell (DE-588)4168909-4 gnd |
| subject_GND | (DE-588)4138606-1 (DE-588)4168909-4 |
| title | Building models for marketing decisions |
| title_auth | Building models for marketing decisions |
| title_exact_search | Building models for marketing decisions |
| title_full | Building models for marketing decisions by Peter S. H. Leeflang ... |
| title_fullStr | Building models for marketing decisions by Peter S. H. Leeflang ... |
| title_full_unstemmed | Building models for marketing decisions by Peter S. H. Leeflang ... |
| title_short | Building models for marketing decisions |
| title_sort | building models for marketing decisions |
| topic | Besluitvorming gtt Decision support systems gtt Economische modellen gtt Marketing - Gestion - Modèles mathématiques Marketing - Modèles mathématiques Marketing - Modèles mathématiques ram Marketing - Prise de décision - Modèles mathématiques Marketing - Prise de décision ram Marketing gtt Prise de décision - Modèles mathématiques ram Mathematisches Modell Marketing Management Decision making Mathematical models Marketing Mathematical models Entscheidungstheorie (DE-588)4138606-1 gnd Marketingmodell (DE-588)4168909-4 gnd |
| topic_facet | Besluitvorming Decision support systems Economische modellen Marketing - Gestion - Modèles mathématiques Marketing - Modèles mathématiques Marketing - Prise de décision - Modèles mathématiques Marketing - Prise de décision Marketing Prise de décision - Modèles mathématiques Mathematisches Modell Marketing Management Decision making Mathematical models Marketing Mathematical models Entscheidungstheorie Marketingmodell |
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