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Market Response Models

Econometric and Time Series Analysis

  • Book
  • © 2001

Overview

Authors:
  1. Dominique M. Hanssens

    1. University of California, Los Angeles

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    You can also search for this author in PubMed   Google Scholar

  2. Leonard J. Parsons

    1. Georgia Institute of Technology, USA

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    You can also search for this author in PubMed   Google Scholar

  3. Randall L. Schultz

    1. University of Iowa, USA

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  • A thoroughly-updated version for a new generation of marketing scholars and managers

Part of the book series: International Series in Quantitative Marketing (ISQM, volume 12)

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Table of contents (10 chapters)

  1. Front Matter

    Pages i-xiv
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  3. Market Response in Stationary Markets

    1. Design of Static Response Models

      Pages 87-138

    2. Design of Dynamic Response Models

      Pages 139-182

    3. Parameter Estimation and Model Testing

      Pages 183-248

  4. Market Response in Evolving Markets

    1. Single Marketing Time Series

      Pages 249-284

    2. Multiple Marketing Time Series

      Pages 285-316

  5. Solving Marketing Problems with ETS

    1. Empirical Findings and Managerial Insights

      Pages 317-356

    2. Making Marketing Plans and Sales Forecasts

      Pages 357-404

  6. Conclusion

    1. Implementation

      Pages 405-425

  7. Back Matter

    Pages 427-501
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Keywords

About this book

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.

Authors and Affiliations

  • University of California, Los Angeles

    Dominique M. Hanssens

  • Georgia Institute of Technology, USA

    Leonard J. Parsons

  • University of Iowa, USA

    Randall L. Schultz

Bibliographic Information

  • Book Title: Market Response Models

  • Book Subtitle: Econometric and Time Series Analysis

  • Authors: Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz

  • Series Title: International Series in Quantitative Marketing

  • DOI: https://doi.org/10.1007/b109775

  • Publisher: Springer New York, NY

  • eBook Packages: Springer Book Archive

  • Copyright Information: Springer-Verlag US 2001

  • Hardcover ISBN: 978-0-7923-7826-6Published: 31 March 2001

  • Softcover ISBN: 978-1-4020-7368-7Published: 31 January 2003

  • eBook ISBN: 978-0-306-47594-8Published: 19 December 2005

  • Series ISSN: 0923-6716

  • Series E-ISSN: 2199-1057

  • Edition Number: 2

  • Number of Pages: XIV, 502

  • Topics: Marketing

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