Econometric models in marketing : editors' introduction / Philip Hans Franses, Alan L. Montgomery -- The role of stated … profit maximization in direct marketing / Lars Muus, Hiek van der Scheer, Tom Wansbeek -- New and improved direct marketing … Marketing and Econometrics. The authors are leading scholars in the fields and introduce the latest models for analysing …

Measurement is at the core of empirical research in marketing because researchers need measures that faithfully … represent the constructs in their theories. This 19th volume of Review of Marketing Research addresses important measurement … issues to deepen readers' appreciation of the fundamental role of measurement in empirical research in marketing. Measurement …