demand models. Its primary focus is on models that can be used by managers to support marketing decisions. The market … vastly improved. Models that provide information about the sensitivity of market behavior to marketing activities such as … marketing programs that can improve brand performance. In today's environment of information overload, the challenge is to make …

The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve … academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in … marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as …