|
Showing 1 - 7 of
7 matches in All Departments
This volume presents advanced techniques to modeling markets, with
a wide spectrum of topics, including advanced individual demand
models, time series analysis, state space models, spatial models,
structural models, mediation, models that specify competition and
diffusion models. It is intended as a follow-on and companion to
Modeling Markets (2015), in which the authors presented the basics
of modeling markets along the classical steps of the model building
process: specification, data collection, estimation, validation and
implementation. 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. Specific attention is given to big data. The
market environment is changing rapidly and constantly. 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. In today's environment of information overload,
the challenge is to make sense of the data that is being provided
globally, in real time, from thousands of sources. 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,
researchers, students, academics and practitioners in marketing,
management and economics.
This volume presents advanced techniques to modeling markets, with
a wide spectrum of topics, including advanced individual demand
models, time series analysis, state space models, spatial models,
structural models, mediation, models that specify competition and
diffusion models. It is intended as a follow-on and companion to
Modeling Markets (2015), in which the authors presented the basics
of modeling markets along the classical steps of the model building
process: specification, data collection, estimation, validation and
implementation. 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. Specific attention is given to big data. The
market environment is changing rapidly and constantly. 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. In today's environment of information overload,
the challenge is to make sense of the data that is being provided
globally, in real time, from thousands of sources. 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,
researchers, students, academics and practitioners in marketing,
management and economics.
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 of
contexts. More complex models potentially provide insights about
structural relations not available from casual observations. In
this book, the authors present a wealth of insights developed at
the forefront of the field, covering all key aspects of
specification, estimation, validation and use of models. The most
current insights and innovations in quantitative marketing are
presented, including in-depth discussion of Bayesian estimation
methods. Throughout the book, the authors provide examples and
illustrations. This book will be of interest to researchers,
analysts, managers and students who want to understand, develop or
use models of marketing phenomena.
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 of
contexts. More complex models potentially provide insights about
structural relations not available from casual observations. In
this book, the authors present a wealth of insights developed at
the forefront of the field, covering all key aspects of
specification, estimation, validation and use of models. The most
current insights and innovations in quantitative marketing are
presented, including in-depth discussion of Bayesian estimation
methods. Throughout the book, the authors provide examples and
illustrations. This book will be of interest to researchers,
analysts, managers and students who want to understand, develop or
use models of marketing phenomena.
The market environment is changing rapidly. Prior to scanner data,
ACNielsen, the major supplier of information on brand performances,
said its business was to provide the score but not to explain or
predict it. Now, model-based insights are not only demanded by
managers, but can also be meaningfully provided. It is common for
managers in many countries to receive market feedback frequently,
quickly and in great detail due to the use of scanners and
computers. 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 describes marketing models that managers can
use as an aid in decision making. It has long been known that even
simple models outperform judgments in predicting outcomes in a wide
variety of contexts. More complex models potentially provide
insights about structural relations not available from casual
observations. 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. In
this book, which is a revision and expansion of Naert and
Leeflang's Building Implementable MarketingModels (1978), the
authors discuss in detail the model-building process. They
distinguish four parts in this process: specification, estimation,
validation and use of models. Throughout the book, the authors
provide examples and illustrations. This book will be of interest
to researchers, analysts, managers and students who want to
understand, develop or use models of marketing phenomena.
The observation that many models are built but few are used has
almost become a commonplace in the management science and
operations research literature. Nevertheless, the statement remains
to a large extent true today, also and perhaps even more so where
marketing models are concerned. This led Philippe Naert, now about
four years ago, to write a concept text of a few hundred pages on
the subject of how to build imple men table marketing models, that
is, models that can and will be used. One of the readers of that
early manuscript was Peter Leefiang. He made suggestions leading to
a more consistent ordering of the material and pro posed the
addition of some topics and the expansion of others to make the
book more self-contained. This resulted in a co-authorship and a
revised version, which was written by Peter Leefiang and consisted
of a reshuffling and an expansion of the original material by about
fifty per cent. Several meetings between the co-authors produced
further refinements in the text and the sequence of chapters and
sections, after which Philippe Naert again totally reworked the
whole text. This led to a new expansion, again by fifty per cent,
of the second iteration. The third iteration also required the
inclusion of a great deal of new literature indicating that the
field is making fast progress and that implementation has become a
major concern to marketing model builders."
The market environment is changing rapidly. Prior to scanner data,
ACNielsen, the major supplier of information on brand performances,
said its business was to provide the score but not to explain or
predict it. Now, model-based insights are not only demanded by
managers, but can also be meaningfully provided. It is common for
managers in many countries to receive market feedback frequently,
quickly and in great detail due to the use of scanners and
computers. 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 describes marketing models that managers can
use as an aid in decision making. It has long been known that even
simple models outperform judgments in predicting outcomes in a wide
variety of contexts. More complex models potentially provide
insights about structural relations not available from casual
observations. 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. In
this book, which is a revision and expansion of Naert and
Leeflang's Building Implementable Marketing Models (1978), the
authors discuss in detail the model-building process. They
distinguish four parts in this process: specification, estimation,
validation and use of models. Throughout the book, the authors
provide examples and illustrations. This book will be of interest
to researchers, analysts, managers and students who want to
understand, develop or use models of marketing phenomena.
|
You may like...
Loot
Nadine Gordimer
Paperback
(2)
R398
R330
Discovery Miles 3 300
Loot
Nadine Gordimer
Paperback
(2)
R398
R330
Discovery Miles 3 300
|