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Bücher Englische Bücher Wissen & Bildung Sozialwissenschaft, Recht, Wirtschaft Wirtschaft Werbung & Marketing Building Models for Marketing Decisions
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Building Models for Marketing Decisions
Peter S.H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert (Unbekannter Einband, Englisch)
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Beschreibung
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves… (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables. 427,99 €
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Technische Daten
Erscheinungsdatum
26.02.2008
Sprache
Englisch
EAN
9780792378136
Herausgeber
Springer US
Serien- oder Bandtitel
International Series in Quantitative Marketing
Sonderedition
Nein
Autor
Peter S.H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
Seitenanzahl
645
Einbandart
Broschiert
Schlagwörter
Brand, Promotion, distribution, marketing, pricing
Thema-Inhalt
KJS - Marketing und Vertrieb
Höhe
240 mm
Breite
16 cm
Transparenz & Sicherheit
Hersteller: Springer, Europaplatz 3, Heidelberg, Deutschland, 69115, ProductSafety@springernature.com, Springer Nature Customer Service Center GmbH
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