Market Response Models: Econometric and Time Series Analysis

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Market Response Models: Econometric and Time Series Analysis (International Series in Quantitative Marketing, 12)

From 1976 to the beginning of the millenniumâ€•covering the quarter-century life span of this book and its predecessorâ€•something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. Itâ€™s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. The bibliography of this book supports the notion that the academic research in marketing led the way. The journey was difficult, sometimes halting, but ultimately market response research advanced and then insinuated itself into the fabric of modern management.
Country USA
Brand Springer
Manufacturer Springer
Binding Paperback
ItemPartNumber 9781402073687
UnitCount 1
EANs 9781402073687
ReleaseDate 0000-00-00

Country	USA
Brand	Springer
Manufacturer	Springer
Binding	Paperback
ItemPartNumber	9781402073687
UnitCount	1
EANs	9781402073687
ReleaseDate	0000-00-00

Market Response Models: Econometric and Time Series Analysis (International Series in Quantitative Marketing, 12)

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