Building Models for Marketing Decisions

by Peter S.H. Leeflang, Dick R. Wittink, Michel Wedel, et al.

Book Overview

Preface. Part One: Introduction to marketing models. 1. Introduction. 2. Classifying marketing models according to degree of explicitness. 3. Benefits from using marketing models. 4. A typology of marketing models. Part Two: Specification. 5. Elements of model building. 6. Marketing dynamics. 7. Implementation criteria with respect to model structure. 8. Specifying models according to intended use. 9. Specifying models according to level of demand...

• Format: Hardcover
• Language: English
• ISBN: 0792377729
• ISBN13: 9780792377726
• Release Date: February 2000
• Publisher: Springer
• Length: 664 Pages
• Weight: 2.52 lbs.
• Dimensions: 1.6" x 6.7" x 9.8"