Building Models for Marketing Decisions:
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example,...
Gespeichert in:
| Hauptverfasser: | , , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York, NY
Springer US
2000
|
| Ausgabe: | 1st ed. 2000 |
| Schriftenreihe: | International Series in Quantitative Marketing
9 |
| Schlagworte: | |
| Online-Zugang: | BTU01 Volltext |
| Zusammenfassung: | This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables |
| Beschreibung: | 1 Online-Ressource (XVI, 645 p) |
| ISBN: | 9781461540502 |
| DOI: | 10.1007/978-1-4615-4050-2 |
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| author | Leeflang, Peter S.H Wittink, Dick R. Wedel, Michel Naert, Philippe A. |
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| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| doi_str_mv | 10.1007/978-1-4615-4050-2 |
| edition | 1st ed. 2000 |
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:15:39Z |
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| isbn | 9781461540502 |
| language | English |
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| spelling | Leeflang, Peter S.H. Verfasser aut Building Models for Marketing Decisions by Peter S.H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert 1st ed. 2000 New York, NY Springer US 2000 1 Online-Ressource (XVI, 645 p) txt rdacontent c rdamedia cr rdacarrier International Series in Quantitative Marketing 9 This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables Marketing Marketingmodell (DE-588)4168909-4 gnd rswk-swf Entscheidungstheorie (DE-588)4138606-1 gnd rswk-swf Marketingmodell (DE-588)4168909-4 s Entscheidungstheorie (DE-588)4138606-1 s DE-604 Wittink, Dick R. aut Wedel, Michel aut Naert, Philippe A. aut Erscheint auch als Druck-Ausgabe 9780792377726 Erscheint auch als Druck-Ausgabe 9780792378136 Erscheint auch als Druck-Ausgabe 9781461540519 https://doi.org/10.1007/978-1-4615-4050-2 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Leeflang, Peter S.H Wittink, Dick R. Wedel, Michel Naert, Philippe A. Building Models for Marketing Decisions Marketing Marketingmodell (DE-588)4168909-4 gnd Entscheidungstheorie (DE-588)4138606-1 gnd |
| subject_GND | (DE-588)4168909-4 (DE-588)4138606-1 |
| title | Building Models for Marketing Decisions |
| title_auth | Building Models for Marketing Decisions |
| title_exact_search | Building Models for Marketing Decisions |
| title_exact_search_txtP | Building Models for Marketing Decisions |
| title_full | Building Models for Marketing Decisions by Peter S.H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert |
| title_fullStr | Building Models for Marketing Decisions by Peter S.H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert |
| title_full_unstemmed | Building Models for Marketing Decisions by Peter S.H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert |
| title_short | Building Models for Marketing Decisions |
| title_sort | building models for marketing decisions |
| topic | Marketing Marketingmodell (DE-588)4168909-4 gnd Entscheidungstheorie (DE-588)4138606-1 gnd |
| topic_facet | Marketing Marketingmodell Entscheidungstheorie |
| url | https://doi.org/10.1007/978-1-4615-4050-2 |
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