Building Models for Marketing Decisions
- Binding: Paperback
- Publisher: Kluwer Academic Print on Demand
- Publish date: 07/01/2000
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 ImplementableMarketing 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.
Seller | Condition | Comments | Price |
BookReadingInc
|
New
|
$399.95
|
|
GridFreed
New |
$112.22
|
|
Griffin Books
New
|
$199.68
|
readmybooks
|
New |
$402.97
|