Building Models for Marketing Decisions
Language: English
Published by Springer US, Springer US Feb 2000, 2000
- Softcover
- New
Seller: buchversandmimpf2000, Emtmannsberg, BAYE, Germanybuchversandmimpf2000
AbeBooks seller since January 23, 2017
Condition: New
£ 373.02
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Add to basketItem description from seller
This item is printed on demand - Print on Demand Titel. Neuware -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.Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg 668 pp. Englisch.…
Seller Inventory # 9780792378136
- Title
- Building Models for Marketing Decisions
- Author
- Peter S. H. Leeflang
- Publisher
- Springer US, Springer US Feb 2000
- Publication year
- 2000
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 079237813X
- ISBN 13
- 9780792378136
- Item weight
- 987 grams
- Dimensions
- 233x155x36 mm
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buchversandmimpf2000
Emtmannsberg, BAYE, Germany
AbeBooks seller since January 23, 2017
Shipping rates from Germany to U.S.A.
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