Market Response Models

Released on by Dominique M. Hanssens
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  • Market Response Models Book Detail

  • Author : Dominique M. Hanssens
  • Release Date : 2005-12-19
  • Publisher : Springer Science & Business Media
  • Genre : Business & Economics
  • Pages : 507
  • ISBN 13 : 0306475944
  • File Size : 65,65 MB
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Market Response Models by Dominique M. Hanssens PDF Summary

Book Description: 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.

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Market Response Models

Market Response Models

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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 ma

Market Response Models

Market Response Models

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Total View : 8773 Views
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This second edition of Market Response Models: -places much more emphasis on the basic building blocks of market response modeling: markets, data, and sales dri

Market Response and Marketing Mix Models

Market Response and Marketing Mix Models

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Market Response and Marketing Mix Models takes a forward-looking perspective identifying research opportunities related to market response and marketing mix mod