MARKET RESPONSE MODELS ECONOMETRIC TIME SERIES ANALYSIS

We begin this chapter with an example of how a simple marketing system can be modeled. We next define empirical response models and discuss various modeling approaches. The relation of marketing management tasks to measures of effectiveness is then discussed. Finally, we present an approach to planning and forecasting based on market response models and show how ETS is instrumental to it.

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Autor

Dominique M. Hanssens

Leonard J. Parsons

Randall L. Schultz