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Building Models for Marketing Decisions

Language EnglishEnglish
Book Hardback
Book Building Models for Marketing Decisions Peter S. H. Leeflang
Libristo code: 01397244
Publishers Springer, Berlin, November 1999
With advances in information technology and expertise in modeling, IRI introduced model-based servic... Full description
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With advances in information technology and expertise in modeling, IRI introduced model-based services in the US that explain and predict essential parts of the marketplace. ACNielsen followed, and marketing researchers have been developing increasingly valid, useful and relevant models of marketplace behavior ever since. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performances. Building Models for Marketing Decisions, Second Edition describes up-dated marketing models that managers can use as an aid in decision making.

About the book

Full name Building Models for Marketing Decisions
Author Peter S. H. Leeflang, Dick R. Wittink, M. Wedel, Philippe A. V. Naert
Language English
Binding Book - Hardback
Date of issue 2000
Number of pages 668
EAN 9780792377726
Libristo code 01397244
Publishers Springer, Berlin
Weight 1108
Dimensions 160 x 240 x 42
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