Articoli correlati a Market Response Models: Econometric and Time Series...

Market Response Models: Econometric and Time Series Analysis: 12 - Rilegato

Hanssens, Dominique M.; Parsons, Leonard J.; Schultz, Randall L.

 
9780792378266: Market Response Models: Econometric and Time Series Analysis: 12
Rilegato
ISBN 10: 0792378261 ISBN 13: 9780792378266
Casa editrice: Kluwer Academic Pub, 2001

Sinossi

From 1976 to the beginning of the millennium―covering the quarter-century life span of this book and its predecessor―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. It’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.

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

Dalla quarta di copertina

From 1976 to the beginning of the millennium¿covering the quarter-century life span of this book and its predecessor¿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. It¿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.

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

Editore
Kluwer Academic Pub
Data di pubblicazione
2001
Lingua
Inglese
ISBN 10 
0792378261
ISBN 13 
9780792378266
Rilegatura
Copertina rigida
Numero di pagine
502
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