Hanssens, Dominique M.; Parsons, Leonard J.; Schultz, … - 2002 - Second Edition
Response Models for Marketing Management -- Markets, Data, and Sales Drivers -- Market Response in Stationary Markets … Response in Evolving Markets -- Single Marketing Time Series -- Multiple Marketing Time Series -- Solving Marketing Problems … with ETS -- Empirical Findings and Managerial Insights -- Making Marketing Plans and Sales Forecasts -- Conclusion …
