Building Models for Marketing Decisions (International Series in Quantitative Marketing)

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9780792378136: Building Models for Marketing Decisions (International Series in Quantitative Marketing)

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.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

About the Author:

Peter S.H. Leeflang (1946) is Professor of Marketing at the Department of Economics at the University of Groningen, The Netherlands, and member of the Royal Netherlands Academy of Arts and Sciences. Dick R. Wittink (1945) is the General George Rogers Clark Professor of Management and Marketing at the Yale School of Management, USA, and Professor of Marketing and Marketing Research at the University of Groningen, The Netherlands Michel Wedel (1957) is Professor of Marketing Research at the Department of Economics, University of Groningen, The Netherlands. Philippe A. Naert (1945) is the Dean of TIAS Business School and Professor of Marketing, Tilburg University, The Netherlands.

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Leeflang, Peter S.H., Wittink, Dick R.,
Editore: Springer (2017)
ISBN 10: 079237813X ISBN 13: 9780792378136
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Descrizione libro Springer, 2017. Paperback. Condizione libro: New. This item is printed on demand. Codice libro della libreria P11079237813X

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2.

Leeflang, Peter S.H.
Editore: Springer 2000-02 (2000)
ISBN 10: 079237813X ISBN 13: 9780792378136
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Descrizione libro Springer 2000-02, 2000. PF. Condizione libro: New. Codice libro della libreria NU-LSI-06889975

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3.

Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel
Editore: Kluwer Academic Publishers, United States (2000)
ISBN 10: 079237813X ISBN 13: 9780792378136
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Descrizione libro Kluwer Academic Publishers, United States, 2000. Paperback. Condizione libro: New. 2000 ed.. Language: English . Brand New Book ***** Print on Demand *****. 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. Codice libro della libreria AAV9780792378136

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4.

Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel
Editore: Kluwer Academic Publishers, United States (2000)
ISBN 10: 079237813X ISBN 13: 9780792378136
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Descrizione libro Kluwer Academic Publishers, United States, 2000. Paperback. Condizione libro: New. 2000 ed.. Language: English . Brand New Book ***** Print on Demand *****.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. Codice libro della libreria AAV9780792378136

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Peter S.H. Leeflang; Dick R. Wittink; Michel Wedel; Philippe A. Naert
ISBN 10: 079237813X ISBN 13: 9780792378136
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Descrizione libro Condizione libro: New. This item is Print on Demand - Depending on your location, this item may ship from the US or UK. Codice libro della libreria POD_9780792378136

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Peter S. H. Leeflang
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Descrizione libro Kluwer Academic Publishers, 2000. PAP. Condizione libro: New. New Book. Delivered from our UK warehouse in 3 to 5 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Codice libro della libreria LQ-9780792378136

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Leeflang, Peter S.H.
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Descrizione libro Springer, 2016. Paperback. Condizione libro: New. PRINT ON DEMAND Book; New; Publication Year 2016; Not Signed; Fast Shipping from the UK. No. book. Codice libro della libreria ria9780792378136_lsuk

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Leeflang, Peter S.H.; Wittink, Dick R.; Wedel, Michel; Naert, Philippe A.
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Descrizione libro Springer. PAPERBACK. Condizione libro: New. 079237813X New Condition. Codice libro della libreria NEW6.0964238

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Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel
Editore: Kluwer Academic Publishers, United States (2000)
ISBN 10: 079237813X ISBN 13: 9780792378136
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Descrizione libro Kluwer Academic Publishers, United States, 2000. Paperback. Condizione libro: New. 2000 ed.. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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. Codice libro della libreria LIE9780792378136

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10.

Peter S. H. Leeflang
Editore: Kluwer Academic Publishers (2000)
ISBN 10: 079237813X ISBN 13: 9780792378136
Nuovi Quantità: > 20
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Descrizione libro Kluwer Academic Publishers, 2000. PAP. Condizione libro: New. New Book. Shipped from US within 10 to 14 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Codice libro della libreria IQ-9780792378136

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