Response Models for Marketing Management -- Markets, Data, and Sales Drivers -- Market Response in Stationary Markets -- Design of Static Response Models -- Design of Dynamic Response Models -- Parameter Estimation and Model Testing -- Market Response in Evolving Markets -- Single Marketing Time...

This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support marketing decisions. The market environment is changing rapidly and constantly. With the...