Dynamic Models of Advertising Competition - Open- and Closed-Loop Extensions (Paperback, Softcover reprint of the original 1st ed. 1991)

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."

General

Imprint:	Springer
Country of origin:	Netherlands
Series:	International Series in Quantitative Marketing, 4
Release date:	October 2013
First published:	1991
Authors:	Gary M. Erickson
Dimensions:	297 x 210 x 7mm (L x W x T)
Format:	Paperback
Pages:	122
Edition:	Softcover reprint of the original 1st ed. 1991
ISBN-13:	978-9401713160
Categories:	Books > Business & Economics > Business & management > Management & management techniques > Operational research Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	9401713162
Barcode:	9789401713160

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