Modeling Markets: analyzing marketing phenomena and improving marketing decision making
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY [u.a.]
Springer
2015
|
| Schriftenreihe: | International Series in Quantitative Marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 408 S. Ill., graph. Darst. |
| ISBN: | 9781493920853 |
Internformat
MARC
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| 035 | |a (OCoLC)905355778 | ||
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| 245 | 1 | 0 | |a Modeling Markets |b analyzing marketing phenomena and improving marketing decision making |c Peter S.H. Leeflang ... |
| 264 | 1 | |a New York, NY [u.a.] |b Springer |c 2015 | |
| 300 | |a XIV, 408 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a International Series in Quantitative Marketing | |
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Datensatz im Suchindex
| _version_ | 1804153010242191360 |
|---|---|
| adam_text | Contents
1 Building Models
for Markets
.............................................. 1
1.1
Introduction
........................................................... 1
1.2
Verhouten
Case
....................................................... 2
1.3
Typologies of Marketing Models
.................................... 4
1.3.1
Introduction
................................................. 4
1.3.2
Decision Models Versus Models That
Advance Marketing Knowledge
........................... 4
1.3.3
Degree of Explicitness
..................................... 7
1.3.4
Intended Use: Descriptive, Predictive
and Normative Models
..................................... 13
1.3.5
Level of Demand
........................................... 14
1.4
Benefits from Using Marketing Decision Models
.................. 15
1.4.1
Direct Benefits
.............................................. 15
1.4.2
Indirect Benefits
............................................ 16
1.5
The Model Building Process
......................................... 18
1.6
Outline
................................................................ 21
References
.................................................................... 22
2
Model Specification
......................................................... 25
2.1
Introduction
........................................................... 25
2.2
Model Criteria
........................................................ 26
2.2.1
Implementation Criteria Related to Model Structure
..... 26
2.2.2
Models Should Be Simple
................................. 26
2.2.3
Models Should Be Built in an Evolutionary Way
......... 29
2.2.4
Models Should Be Complete on Important Issues
........ 30
2.2.5
Models Should Be Adaptive
............................... 32
2.2.6
Models Should Be Robust
.................................. 33
2.3
Model Elements
...................................................... 34
2.4
Specification of the Functional Form
................................ 37
2.4.1
Models Linear in Parameters and Variables
............... 37
2.4.2
Models Linear in Parameters But Not in Variables
....... 38
ix
χ
Contents
2.4.3 Models
That Are Nonlinear in
Parameters,
But Linearizable
............................................ 41
2.4.4 Models
That Are
Nonlinear in Parameters
and Not Linearizable....................................... 43
2.5
Moderation and Mediation Effects
.................................. 44
2.6
Formalized
Models
for the
Verhouten
Case
......................... 46
2.7
Including Heterogeneity
............................................. 48
2.8
Marketing Dynamics
................................................. 50
2.8.1
Introduction
................................................. 50
2.8.2
Modeling Lagged Effects: One Explanatory Variable
— 52
2.8.3
Modeling Lagged Effects: Several
Explanatory Variables
...................................... 58
2.8.4
Lead Effects
................................................. 60
References
.................................................................... 61
3
Data
.......................................................................... 65
3.1
Introduction*
.......................................................... 65
3.2
Data Structures
....................................................... 66
3.3
Good Data
.......................................................... 66
3.3.1
Availability
.................................................. 67
3.3.2
Quality
...................................................... 68
3.3.3
Variability
................................................... 68
3.3.4
Quantity
..................................................... 69
3.4
Data Characteristics and Model Choice
............................. 70
3.5
Data Sources
.......................................................... 71
3.5.1
Introduction
................................................. 71
3.5.2
Classification
................................................ 73
3.5.3
Internal Data
................................................ 74
3.5.4
External Data
............................................... 75
3.5.5
Household Data and/or Store Level Data?
................ 80
3.5.6
Big Data
..................................................... 81
3.5.7
Subjective Data
............................................. 83
References
.................................................................... 92
4
Estimation and Testing
..................................................... 95
4.1
Introduction
........................................................... 95
4.2
The General Linear Model
........................................... 96
4.2.1
One Explanatory Variable
.................................. 96
4.2.2
The K-Variable Case
....................................... 98
4.2.3
Model Assumptions
........................................ 100
4.3
Statistical Inference
.................................................. 102
4.3.1
Goodness of Fit
............................................. 102
4.3.2
Assessing Statistical Significance
.......................... 106
4.4
Numerically Specified Models for the
Verhouten
Case
............
Ill
4.5
Estimating Pooled Models
........................................... 115
4.5.1
Introduction
................................................. 115
Contents xi
4.5.2
Estimating
Unit-by-Unit Models........................... 116
4.5.3
Estimating Fully Pooled Models
........................... 116
4.5.4
Estimating Partially Pooled Models
....................... 117
References
.................................................................... 119
5
Validation and Testing
..................................................... 121
5.1
Introduction
........................................................... 121
5.2
Testing the Six Basic Assumptions of the General
Linear Model
......................................................... 122
5.2.1
Nonzero Expectation
....................................... 124
5.2.2
Heteroscedasticity
.......................................... 126
5.2.3
Correlated Disturbances
.................................... 129
5.2.4 Nonnormal
Errors
.......................................... 133
5.2.5
Endogenous Predictor Variables
........................... 136
5.2.6
Multicollinearity
............................................ 138
5.3
Mediation Tests
....................................................... 143
5.4
Joint Tests, Pooling Tests and Causality Tests
...................... 144
5.4.1
Joint Tests
................................................... 144
5.4.2
Pooling Tests
................................................ 147
5.4.3
Causality Tests
.............................................. 148
5.5
Face Validity
.......................................................... 152
5.6
Model Selection
...................................................... 153
5.6.1
Introduction
................................................. 153
5.6.2
Nested Models
.............................................. 153
5.6.3
Non-nested Models
......................................... 157
5.7
Predictive Validity
.................................................... 159
5.8
Model Validation for the
Verhouten
Case
........................... 165
5.8.1
Testing the Six Assumptions for the
Verhouten
Case
..... 166
5.8.2
Assessing Predictive Validity for the
Verhouten
Case
............................................. 170
References
.................................................................... 171
6
Re-estimation: Introduction to More Advanced
Estimation Methods
........................................................ 175
6.1
Introduction
........................................................... 175
6.2
Generalized Least Squares
........................................... 176
6.2.1
Introduction
................................................. 176
6.2.2
GLS and Heteroscedasticity
................................ 177
6.2.3
GLS and Autocorrelation
................................... 179
6.2.4
Using Generalized Least Squares with Panel Data
....... 180
6.3
The
Verhouten
Case Revisited
....................................... 184
6.3.1
Multicollinearity
............................................ 185
6.3.2
Autocorrelation
............................................. 187
6.3.3
Heteroscedasticity
.......................................... 187
6.4
Maximum Likelihood Estimation
................................... 188
6.4.1
Maximizing the Likelihood
................................ 188
xii Contents
6.4.2
Large
Sample
Properties of the
MLE
...................... 191
6.4.3
MLE with Explanatory Variables
.......................... 193
6.4.4
Statistical Tests
............................................. 196
6.4.5
MLE with Explanatory Variables: An Example
........... 198
6.5
Simultaneous Systems of Equations
................................. 200
6.6
Instrumental Variables Estimation
................................... 205
6.7
Tests for Endogeneity
................................................ 209
6.8
Bayesian Estimation
................................................. 211
6.8.1
Subjective Data
............................................. 211
6.8.2
Combining Objective and Subjective Data:
Bayes
Theorem
............................................ 213
6.8.3
Likelihood, Prior and Posteriors
........................... 215
6.8.4
Conjugate Priors
............................................ 216
6.8.5
Markov Chain Monte Carlo (MCMC) Estimation
........ 216
6.8.6
Bayesian Analysis in Marketing
........................... 217
6.8.7
Example: Bayesian Analysis of the
SCAN*PRO Model
......................................... 218
References
.................................................................... 221
7
Examples of Models for Aggregate Demand
............................ 223
7.1
Introduction
........................................................... 223
7.2
An Introduction to Individual and Aggregate Demand
............. 224
7.3
Example of Descriptive/Predictive Models
......................... 227
7.3.1
Product Class Sales Models
................................ 227
7.3.2
Brand Sales Models
........................................ 230
7.3.3
Market Share Models
....................................... 237
7.4
Examples of Normative/Prescriptive Models
....................... 243
7.4.1
Introduction and Illustrations
.............................. 243
7.4.2
Other Normative Models
................................... 249
7.4.3
Allocation Models
.......................................... 250
Appendix: The Dorfman-Steiner Theorem
................................. 252
References
.................................................................... 254
8
Individual Demand Models
................................................ 261
8.1
Introduction
........................................................... 261
8.2
Choice Models
........................................................ 262
8.2.1
Introduction
................................................. 262
8.2.2
Binary Choice Models Specification
...................... 264
8.2.3
Multinomial Choice Models
............................... 270
8.2.4
Markov Models
............................................. 278
8.3
Purchase Quantity Models
........................................... 285
8.3.1
General Structure
........................................... 285
8.3.2
Heterogeneity in Count Models
............................ 286
8.4
Purchase Timing: Duration Models
................................. 288
8.4.1
Introduction
................................................. 288
8.4.2
Hazard Models
.............................................. 289
Contents
хні
8.4.3
Heterogeneity in Duration
Models......................... 291
8.4.4
Estimation and Validation of Duration Models
........... 293
8.5
Integrated Models
.................................................... 295
8.5.
і
Integrate Incidence, Timing and Choice
................... 295
8.5.2
Tobit Models
................................................ 296
References
.................................................................... 301
9
Examples of Database Marketing Models
............................... 307
9.1
Introduction
........................................................... 307
9.2
Data for Database Marketing
........................................ 308
9.3
Modeling Customer Life Time Value
............................... 310
9.4
Models for Customer Selection and Acquisition
................... 313
9.4.1
Models for Customer Selection
............................ 313
9.4.2
Models for Customer Acquisition
......................... 315
9.5
Models for Customer Development
................................. 318
9.6
Models for Customer Retention
..................................... 319
9.6.1
Models to Support Loyalty/Reward Programmes
......... 319
9.6.2
Churn Prediction Models
................................... 321
9.7
Models for Customer Engagement
.................................. 326
9.7.1
Customer Engagement and Customer Management
...... 326
9.7.2
Customer Engagement and Acquisition/Selection
........ 328
9.7.3
Customer Engagement and Customer Development
...... 331
9.7.4
Customer Engagement and Retention
..................... 332
9.8
Summary of Database Marketing Models
........................... 332
References
.................................................................... 332
10
Use: Implementation Issues
............................................... 337
10.1
Introduction
........................................................... 337
10.2
Model Related Dimensions
.......................................... 338
10.2.1
Cost—Benefit Considerations
............................... 338
10.2.2
Supply and Demand of Marketing Response Models
..... 340
10.3
Organizational Validity
.............................................. 349
10.3.1
Personal Factors
............................................ 349
10.3.2
Interpersonal Factors: The Model User-Model
Builder Interface
............................................ 350
10.3.3
Organizational Factors
..................................... 352
10.4
Implementation Strategy Dimensions
............................... 353
10.4.1
Introduction
................................................. 353
10.4.2
Evolutionary Model Building
.............................. 354
10.4.3
Model Scope
................................................ 355
10.4.4
Ease of Use
................................................. 356
10.5
Marketing Management Support Systems (MMSS),
Dashboards and Metrics
............................................. 357
10.5.1
Introduction
................................................. 357
10.5.2
Marketing Management Support Systems (MMSS)
...... 358
xiv Contents
10.5.3
Dashboards
.................................................. 361
10.5.4
Metrics
...................................................... 363
References
.................................................................... 367
A Matrix Algebra
............................................................. 373
A.
1
Matrices and Simple Matrix Operations
............................ 373
A.2 Matrix Multiplication
................................................ 375
A.3 Special Matrices
...................................................... 377
A.4 Matrix Inverse
........................................................ 379
A.5 Determinants
......................................................... 381
A.6 Eigenvalues and Eigenvectors
....................................... 383
A.
7
Definiteness of a Matrix
.............................................. 386
A.8 Matrix and Vector Differentiation
................................... 387
Author Index
...................................................................... 391
t
Subject Index
..................................................................... 403
|
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| id | DE-604.BV042372662 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T01:19:48Z |
| institution | BVB |
| isbn | 9781493920853 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027808890 |
| oclc_num | 905355778 |
| open_access_boolean | |
| owner | DE-384 DE-355 DE-BY-UBR |
| owner_facet | DE-384 DE-355 DE-BY-UBR |
| physical | XIV, 408 S. Ill., graph. Darst. |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Springer |
| record_format | marc |
| series2 | International Series in Quantitative Marketing |
| spelling | Modeling Markets analyzing marketing phenomena and improving marketing decision making Peter S.H. Leeflang ... New York, NY [u.a.] Springer 2015 XIV, 408 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier International Series in Quantitative Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Mathematisches Modell (DE-588)4114528-8 gnd rswk-swf Entscheidungsunterstützung (DE-588)4202171-6 gnd rswk-swf Marketing (DE-588)4037589-4 s Entscheidungsunterstützung (DE-588)4202171-6 s Mathematisches Modell (DE-588)4114528-8 s DE-604 Leeflang, Peter 1946- (DE-588)170074196 aut Erscheint auch als Online-Ausgabe 978-1-4939-2086-0 Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027808890&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Leeflang, Peter 1946- Modeling Markets analyzing marketing phenomena and improving marketing decision making Marketing (DE-588)4037589-4 gnd Mathematisches Modell (DE-588)4114528-8 gnd Entscheidungsunterstützung (DE-588)4202171-6 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4114528-8 (DE-588)4202171-6 |
| title | Modeling Markets analyzing marketing phenomena and improving marketing decision making |
| title_auth | Modeling Markets analyzing marketing phenomena and improving marketing decision making |
| title_exact_search | Modeling Markets analyzing marketing phenomena and improving marketing decision making |
| title_full | Modeling Markets analyzing marketing phenomena and improving marketing decision making Peter S.H. Leeflang ... |
| title_fullStr | Modeling Markets analyzing marketing phenomena and improving marketing decision making Peter S.H. Leeflang ... |
| title_full_unstemmed | Modeling Markets analyzing marketing phenomena and improving marketing decision making Peter S.H. Leeflang ... |
| title_short | Modeling Markets |
| title_sort | modeling markets analyzing marketing phenomena and improving marketing decision making |
| title_sub | analyzing marketing phenomena and improving marketing decision making |
| topic | Marketing (DE-588)4037589-4 gnd Mathematisches Modell (DE-588)4114528-8 gnd Entscheidungsunterstützung (DE-588)4202171-6 gnd |
| topic_facet | Marketing Mathematisches Modell Entscheidungsunterstützung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027808890&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT leeflangpeter modelingmarketsanalyzingmarketingphenomenaandimprovingmarketingdecisionmaking |