Market Response Models : Econometric and Time Series Analysis

Dominique M. Hanssens

ISBN 10: 1402073682 / ISBN 13: 9781402073687

Published by Springer US, Springer US, 2003

About this Item

Druck auf Anfrage Neuware - Printed after ordering - 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.

Seller Inventory # 9781402073687

Bibliographic Details

• Title: Market Response Models : Econometric and Time Series Analysis
• Publisher: Springer US, Springer US
• Publication Date: 2003
• Language: English
• ISBN 10: 1402073682
• ISBN 13: 9781402073687
• Binding: Taschenbuch
• Edition: 2nd Edition
• Condition: Neu
• Dimensions: 233W x 155H x 28D millimeters 233 millimeters width by 155 millimeters height by 28 millimeters depth
• Weight: 773 grams

About this title

Synopsis

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.

Synopsis

This second edition of "Market Response Models" places much more emphasis on the basic building blocks of market response modeling: markets, data, and sales drivers, through a separate chapter. It splits the design of response models into separate chapters on static and dynamic models; discusses techniques and findings spawned by the marketing information revolution, e.g., scanner data; emphasizes new insights available on marketing sales drivers, especially improved understanding of sales promotion; demonstrates methodological developments to assess long-term impacts, where present, of current marketing efforts; and includes a new chapter on sales forecasting. It also adds mini-case histories in the form of boxed inserts entitled Industry Perspectives, which are primarily written by business executives. This book is truly the foundation of market response modeling.