Market Response Models

Emphasises on the basic building blocks of market response modeling: markets, data, and sales drivers. This book splits the design of response models into stati... » 

Emphasises on the basic building blocks of market response modeling: markets, data, and sales drivers. This book splits the design of response models into static and dynamic models, discusses techniques and findings spawned by the marketing information revolution, and demonstrates methodological developments to assess long-term impacts. «