Advanced Methods for Modeling Markets (International Series in Quantitative Marketing)
| Author | : | |
| Rating | : | 4.17 (764 Votes) |
| Asin | : | 331953467X |
| Format Type | : | paperback |
| Number of Pages | : | 733 Pages |
| Publish Date | : | 2015-03-16 |
| Language | : | English |
DESCRIPTION:
Although marketing models are now widely accepted, the quality of the marketing decisions is critically dependent upon the quality of the models on which those decisions are based. This volume provides an authoritative and comprehensive review, with each chapter including:· an introduction to the method/methodology· a numerical example/application in marketing· references to other marketing applications· suggestions about software.Featuring contributions from top authors in the field, this volume will explore current and future aspects of modeling markets, providing relevant and timely research and techniques to scientists, res
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 performance. Specific attention is given to big data.The market environment is changing rapidly and constantly. This volume builds on the concepts presented in Modeling Markets with an emphasis on advanced methods that are used to specify, estimate and validate marketing models, including structural equation models, partial least squares, mixture models, and hidden Markov models, as well as generalized methods of moments, Bayesian analysis, non/semi-parametric estimation and endogeneity issues. In today’s environment of information overload, the challenge is to make sense of the data that is being provided