Building Models For Marketing Decisions

Author : Peter S.H. Leeflang,Dick R. Wittink,Michel Wedel,Philippe A. Naert
Publisher : Springer Science & Business Media
Page : 642 pages
File Size : 53,8 Mb
Release : 2013-06-29
Category : Business & Economics
ISBN : 9781461540502

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Building Models for Marketing Decisions by Peter S.H. Leeflang,Dick R. Wittink,Michel Wedel,Philippe A. Naert Pdf

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.

Author : Pieter Samuel Hendrik Leeflang,Dick R. Wittink,Rijksuniversiteit te Groningen. Research School Systems, Organisation and Management
Publisher : Unknown
Page : 43 pages
File Size : 55,5 Mb
Release : 2000
Category : Electronic
ISBN : OCLC:67563446

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Building Models for Marketing Decisions by Pieter Samuel Hendrik Leeflang,Dick R. Wittink,Rijksuniversiteit te Groningen. Research School Systems, Organisation and Management Pdf

Author : Philip Kotler
Publisher : Holt McDougal
Page : 744 pages
File Size : 40,6 Mb
Release : 1971
Category : Business & Economics
ISBN : UOM:35128002515557

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Marketing Decision Making: a Model Building Approach by Philip Kotler Pdf

Author : Gary L. Lilien,Philip Kotler
Publisher : HarperCollins Publishers
Page : 904 pages
File Size : 44,5 Mb
Release : 1983
Category : Marketing
ISBN : UOM:49015001091694

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Marketing Decision Making by Gary L. Lilien,Philip Kotler Pdf

Author : Berend Wierenga,Ralf van der Lans
Publisher : Springer
Page : 598 pages
File Size : 43,7 Mb
Release : 2017-07-12
Category : Business & Economics
ISBN : 9783319569413

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Handbook of Marketing Decision Models by Berend Wierenga,Ralf van der Lans Pdf

The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodological developments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.

Author : Berend Wierenga
Publisher : Springer Science & Business Media
Page : 621 pages
File Size : 43,5 Mb
Release : 2008-09-11
Category : Business & Economics
ISBN : 9780387782126

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Handbook of Marketing Decision Models by Berend Wierenga Pdf

Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. The HANDBOOK OF MARKETING DECISION MODELS presents the state of the art in marketing decision models, dealing with new modeling areas such as customer relationship management, customer value and online marketing, but also describes recent developments in other areas. In the category of marketing mix models, the latest models for advertising, sales promotions, sales management, and competition are dealt with. New developments are presented in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets. Not only are the most recent models discussed, but the book also pays attention to the implementation of marketing models in companies and to applications in specific industries.

Author : Randall L. Schultz,Andris A. Zoltners
Publisher : North-Holland
Page : 318 pages
File Size : 52,6 Mb
Release : 1981
Category : Business & Economics
ISBN : MINN:31951000987400N

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Marketing Decision Models by Randall L. Schultz,Andris A. Zoltners Pdf

Includes bibliographical references and index.

Author : Peter S.H. Leeflang,Jaap E. Wieringa,Tammo H.A. Bijmolt,Koen H. Pauwels
Publisher : Springer
Page : 408 pages
File Size : 45,9 Mb
Release : 2014-11-12
Category : Business & Economics
ISBN : 9781493920860

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Modeling Markets by Peter S.H. Leeflang,Jaap E. Wieringa,Tammo H.A. Bijmolt,Koen H. Pauwels Pdf

This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support marketing decisions. Modeling Markets presents a comprehensive overview of the tools and methodologies that managers can use 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. In this book, the authors present a wealth of insights developed at the forefront of the field, covering all key aspects of specification, estimation, validation and use of models. The most current insights and innovations in quantitative marketing are presented, including in-depth discussion of Bayesian estimation methods. 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.

Author : Peter S. H. Leeflang,Jaap E. Wieringa,Tammo H.A Bijmolt,Koen H. Pauwels
Publisher : Springer
Page : 733 pages
File Size : 53,7 Mb
Release : 2017-08-29
Category : Business & Economics
ISBN : 9783319534695

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Advanced Methods for Modeling Markets by Peter S. H. Leeflang,Jaap E. Wieringa,Tammo H.A Bijmolt,Koen H. Pauwels Pdf

This volume presents advanced techniques to modeling markets, with a wide spectrum of topics, including advanced individual demand models, time series analysis, state space models, spatial models, structural models, mediation, models that specify competition and diffusion models. It is intended as a follow-on and companion to Modeling Markets (2015), in which the authors presented the basics of modeling markets along the classical steps of the model building process: specification, data collection, estimation, validation and implementation. This volume builds on the concepts presented in Modeling Markets with an emphasis on advanced methods that are used to specify, estimate and validate marketing models, including structural equation models, partial least squares, mixture models, and hidden Markov models, as well as generalized methods of moments, Bayesian analysis, non/semi-parametric estimation and endogeneity issues. Specific attention is given to big data. The market environment is changing rapidly and constantly. 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 performance. In today’s environment of information overload, the challenge is to make sense of the data that is being provided globally, in real time, from thousands of sources. 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. This volume provides an authoritative and comprehensive review, with each chapter including: · an introduction to the method/methodology · a numerical example/application in marketing · references to other marketing applications · suggestions about software. Featuring contributions from top authors in the field, this volume will explore current and future aspects of modeling markets, providing relevant and timely research and techniques to scientists, researchers, students, academics and practitioners in marketing, management and economics.

Author : Philip Kotler
Publisher : Unknown
Page : 111 pages
File Size : 46,7 Mb
Release : 1971
Category : Marketing
ISBN : 0030858526

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Instructor's manual for "Marketing Decision Making : a model building approach" by Philip Kotler Pdf

Author : Gerrit H. van Bruggen,Berend Wierenga
Publisher : Now Publishers Inc
Page : 136 pages
File Size : 47,9 Mb
Release : 2010
Category : Business & Economics
ISBN : 9781601983688

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Marketing Decision Making and Decision Support by Gerrit H. van Bruggen,Berend Wierenga Pdf

Marketing Decision Making and Decision Support addresses the topic of marketing management support systems (MMSS), which are computer-enabled devices that help marketers to make better decisions.

Author : Philippe A. Naert,Peter S.H. Leeflang
Publisher : Springer Science & Business Media
Page : 405 pages
File Size : 46,5 Mb
Release : 2013-12-01
Category : Business & Economics
ISBN : 9781461565864

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Building Implementable Marketing Models by Philippe A. Naert,Peter S.H. Leeflang Pdf

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.

Author : Peter Leeflang,Jaap E. Wieringa,T.H.A Bijmolt,Koen H. Pauwels
Publisher : Springer
Page : 408 pages
File Size : 50,9 Mb
Release : 2014-11-13
Category : Business & Economics
ISBN : 1493920871

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Modeling Markets by Peter Leeflang,Jaap E. Wieringa,T.H.A Bijmolt,Koen H. Pauwels Pdf

This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support marketing decisions. The market environment is changing rapidly and constantly. Prior to the introduction of scanner equipment in retail outlets, ACNielsen, the major supplier of information on brand performance, claimed that its business was to provide the score but not to explain or predict it. With technological advances and the introduction of the Internet, the opportunity to obtain meaningful estimates of demand functions has vastly improved; 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 performance. In today’s environment of information overload, the challenge is to make sense of the data that is being provided globally, in real time, from thousands of sources. Modeling Markets presents a comprehensive overview of the tools and methodologies that managers can use 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, the authors present a wealth of insights developed at the forefront of the field, covering all key aspects of specification, estimation, validation and use of models. The most current insights and innovations in quantitative marketing are presented, including in-depth discussion of Bayesian estimation methods. 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.

Author : Gary L. Lilien,Philip Kotler,K. Sridhar Moorthy
Publisher : Unknown
Page : 828 pages
File Size : 44,8 Mb
Release : 1999
Category : Business & Economics
ISBN : PSU:000056771411

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Marketing Models by Gary L. Lilien,Philip Kotler,K. Sridhar Moorthy Pdf

Author : Nikolaos F. Matsatsinis,Y. Siskos
Publisher : Springer Science & Business Media
Page : 517 pages
File Size : 47,7 Mb
Release : 2012-12-06
Category : Business & Economics
ISBN : 9781461511472

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Intelligent Support Systems for Marketing Decisions by Nikolaos F. Matsatsinis,Y. Siskos Pdf

Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions. Part I discusses the basic concepts of multicriteria analysis vis-à-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.