Modeling Markets: Analyzing Marketing Phenomena and Improving Marketing Decision Making

by Koen H. Pauwels, Peter S.H. Leeflang, Jaap E. Wieringa, et al.

Book Overview

This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support marketing decisions. Modeling Markets presents a comprehensive overview of the tools and methodologies that managers can use in decision making. It has long been known that even simple models outperform judgments in predicting outcomes in a wide variety...

• Format: Hardcover
• Language: English
• ISBN: 1493920855
• ISBN13: 9781493920853
• Release Date: November 2014
• Publisher: Springer
• Length: 408 Pages
• Weight: 1.69 lbs.
• Dimensions: 0.9" x 6.1" x 9.2"