Overview
- Authors:
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Dominique M. Hanssens
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University of California, Los Angeles, USA
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Leonard J. Parsons
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Georgia Institute of Technology, USA
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Randall L. Schultz
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University of Iowa, USA
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Table of contents (10 chapters)
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Introduction
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- Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Pages 3-26
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Econometric and Time Series Model Building
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- Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Pages 29-73
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- Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Pages 75-108
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- Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Pages 109-155
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- Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Pages 157-170
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ETS Models in Marketing
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Front Matter
Pages 171-171
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- Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Pages 173-212
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- Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Pages 213-233
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- Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Pages 235-293
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- Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Pages 295-313
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Conclusion
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Front Matter
Pages 315-315
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- Dominique M. Hanssens, Leonard J. Parsons, Randall L. Schultz
Pages 317-337
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Back Matter
Pages 339-388
About this book
This book reports over a decade's worth of research on the development of empirical response models that have important uses for generating marketing knowledge and improving marketing decisions. Some of its contributions to marketing are the following: 1. It integrates state-of-the art technical material with discussions of its relevance to management. 2. It provides continuity to a research stream over 20 years old. 3. It illustrates how marketing generalizations are the basis of marketing theory and marketing knowledge. 4. It shows how the research can be applied to marketing planning and forecasting. 5. It presents original research in marketing. The book addresses both marketing researchers and marketing managers. This can be done because empirical decision models are helpful in practice and are also based on theories of response. Econometric and time series analysis (ETS) is one of the few areas in marketing where there is little, if any, conflict between the academic sphere and the world of professional practice. Market Response Models is a sequel to Marketing Models and Econometric Research, published in 1976. It is rare for a research-oriented book in market ing to be updated or to have a sequel. Unlike many other methodologies, ETS research in marketing has stood the test of time. It remains the main method for discovering relations among marketing variables.
Authors and Affiliations
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University of California, Los Angeles, USA
Dominique M. Hanssens
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Georgia Institute of Technology, USA
Leonard J. Parsons
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University of Iowa, USA
Randall L. Schultz
