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Unlike some other reproductions of classic texts (1) We have not
used OCR(Optical Character Recognition), as this leads to bad
quality books with introduced typos. (2) In books where there are
images such as portraits, maps, sketches etc We have endeavoured to
keep the quality of these images, so they represent accurately the
original artefact. Although occasionally there may be certain
imperfections with these old texts, we feel they deserve to be made
available for future generations to enjoy.
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.
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