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Building Models for Marketing Decisions
Leeflang, Peter S. H.; Wittink, Dick R.; Wedel, Michel; Naert, Philippe A.
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Description for Building Models for Marketing Decisions
Paperback. Prior to scanner data, AC Nielsen, 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. This work describes models that managers can use as an aid in decision making. Series: International Series in Quantitative Marketing. Num Pages: 661 pages, biography. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 236 x 156 x 35. Weight in Grams: 978.
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 ... Read more
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 ... Read more
Product Details
Format
Paperback
Publication date
2000
Publisher
Kluwer Academic Publishers United States
Number of pages
661
Condition
New
Series
International Series in Quantitative Marketing
Number of Pages
645
Place of Publication
Dordrecht, Netherlands
ISBN
9780792378136
SKU
V9780792378136
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Leeflang, Peter S. H.; Wittink, Dick R.; Wedel, Michel; Naert, Philippe A.
Peter S.H. Leeflang (1946) is Professor of Marketing at the Department of Economics at the University of Groningen, The Netherlands, and member of the Royal Netherlands Academy of Arts and Sciences. Dick R. Wittink (1945) is the General George Rogers Clark Professor of Management and Marketing at the Yale School of Management, USA, and Professor of Marketing and Marketing ... Read more
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