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Building Models for Marketing Decisions / P. S. H. Leeflang, D. R. Wittink, M. Wedel & P. A. Naert

WAS £34.99 £17.49 Out Of Stock

Product description

This book is in very good condition. The cover has a light crease across the bottom front corner and slight signs of wear, but is generally in very good condition. Internally this book is in excellent condition - the pages are clean, tight and unmarked.

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 judgements in predicting outcomes in a wide variety of contexts. For example, models of judgements tend to provide better forecasts of the outcomes than the judgements themselves (because the model eliminates the noise in judgements). And since judgements 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 marketing variables.

Item details

Author(s):
P. S. H. Leeflang, D. R. Wittink, M. Wedel & P. A. Naert
Condition:
Used: very good
Dimensions:
16 x 24 x 3.5 cm
Edition:
1st
Format:
Paperback
ISBN-10:
079237813X
ISBN-13:
9780792378136
Number of pages:
645
Publisher:
Kluwer Academic (2000)
Title:
Building Models for Marketing Decisions

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About this item

This book is in very good condition. The cover has a light crease across the bottom front corner and slight signs of wear, but is generally in very good condition. Internally this book is in excellent condition - the pages are clean, tight and unmarked.

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 judgements in predicting outcomes in a wide variety of contexts. For example, models of judgements tend to provide better forecasts of the outcomes than the judgements themselves (because the model eliminates the noise in judgements). And since judgements 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 marketing variables.

Author(s):
P. S. H. Leeflang, D. R. Wittink, M. Wedel & P. A. Naert
Condition:
Used: very good
Dimensions:
16 x 24 x 3.5 cm
Edition:
1st
Format:
Paperback
ISBN-10:
079237813X
ISBN-13:
9780792378136
Number of pages:
645
Publisher:
Kluwer Academic (2000)
Title:
Building Models for Marketing Decisions

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