Building Models for Marketing Decisions - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Building Models for Marketing Decisions write by Peter S.H. Leeflang. This book was released on 2013-06-29. Building Models for Marketing Decisions available in PDF, EPUB and Kindle. 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.
Building Models for Marketing Decisions
Building Models for Marketing Decisions - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Building Models for Marketing Decisions write by Pieter Samuel Hendrik Leeflang. This book was released on 2000. Building Models for Marketing Decisions available in PDF, EPUB and Kindle.
Handbook of Marketing Decision Models
Handbook of Marketing Decision Models - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Handbook of Marketing Decision Models write by Berend Wierenga. This book was released on 2008-09-11. Handbook of Marketing Decision Models available in PDF, EPUB and Kindle. Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. The HANDBOOK OF MARKETING DECISION MODELS presents the state of the art in marketing decision models, dealing with new modeling areas such as customer relationship management, customer value and online marketing, but also describes recent developments in other areas. In the category of marketing mix models, the latest models for advertising, sales promotions, sales management, and competition are dealt with. New developments are presented in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets. Not only are the most recent models discussed, but the book also pays attention to the implementation of marketing models in companies and to applications in specific industries.
Marketing Decision Making
Marketing Decision Making - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing Decision Making write by Gary L. Lilien. This book was released on 1983. Marketing Decision Making available in PDF, EPUB and Kindle.
Handbook of Marketing Decision Models
Handbook of Marketing Decision Models - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Handbook of Marketing Decision Models write by Berend Wierenga. This book was released on 2008-09-05. Handbook of Marketing Decision Models available in PDF, EPUB and Kindle. Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
