Building Models for Marketing Decisions

Name: Building Models for Marketing Decisions
Brand: Springer, Berlin
SKU: 9780792377726
Price: 2014.0 RON
Availability: InStock

Autor: Peter S. H. Leeflang, Dick R. Wittink, M. Wedel, Philippe A. V. Naert

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Legare: Copertă tare

Editura: Springer, Berlin

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With advances in information technology and expertise in modeling, IRI introduced model-based servic...

Informații despre carte

Autor

Peter S. H. Leeflang, Dick R. Wittink, M. Wedel, Philippe A. V. Naert

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

2000

Pagini

668

EAN

9780792377726

Enbook ID

01397244

Editura

Springer, Berlin

Greutate

1108

Dimensiuni

160 x 240 x 42

Descriere completă

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.

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Building Models for Marketing Decisions

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