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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Dynamic Models of Advertising Competition - Open- and Closed-Loop Extensions (Paperback, Softcover reprint of the original 1st ed. 1991)
Loot Price: R2,773
Discovery Miles 27 730
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Dynamic Models of Advertising Competition - Open- and Closed-Loop Extensions (Paperback, Softcover reprint of the original 1st ed. 1991)
Series: International Series in Quantitative Marketing, 4
Expected to ship within 10 - 15 working days
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For years, I have been impressed by how dynamic markets are.
Marketing strategies are rarely successful without adjustments over
time, and marketing managers need constantly to monitor, and
anticipate when possible, important changes in the marketing
environment, so that they can adapt their marketing strategies to
changing market conditions. It strikes me as important that the
dynamic elements of marketing be modeled and studied, and a
significant part of my research activity has been dedicated to
exploring the nature and implications of dynamic marketing
strategies. The marketing field has used various models and
methodologies in the attempt to understand dynamic markets. I must
thank my dissertation advisor, Dave Montgomery at Stanford, for
originally turning my attention toward time-varying parameter
models some 14 years ago. From that plat form, I have proceeded to
search for models that capture the essence of dynamic marketing, as
well as for methodological tools, empirical as well as analytical,
that allow insightful study of such models."
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