Building Models For Marketing Decisions

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Building Models for Marketing Decisions

Author : Peter S.H. Leeflang
Publisher : Springer Science & Business Media
ISBN 13 : 146154050X
Total Pages : 642 pages
Book Rating : 4.4/5 (615 download)

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Book Synopsis Building Models for Marketing Decisions by : Peter S.H. Leeflang

Download or read book Building Models for Marketing Decisions written by Peter S.H. Leeflang and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 642 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.

Building Models for Marketing Decisions

Author : Pieter Samuel Hendrik Leeflang
Publisher :
ISBN 13 :
Total Pages : 43 pages
Book Rating : 4.:/5 (675 download)

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Book Synopsis Building Models for Marketing Decisions by : Pieter Samuel Hendrik Leeflang

Download or read book Building Models for Marketing Decisions written by Pieter Samuel Hendrik Leeflang and published by . This book was released on 2000 with total page 43 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Decision Making: a Model Building Approach

Author : Philip Kotler
Publisher : Holt McDougal
ISBN 13 :
Total Pages : 744 pages
Book Rating : 4.3/5 (512 download)

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Book Synopsis Marketing Decision Making: a Model Building Approach by : Philip Kotler

Download or read book Marketing Decision Making: a Model Building Approach written by Philip Kotler and published by Holt McDougal. This book was released on 1971 with total page 744 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Decision Making

Author : Gary L. Lilien
Publisher : HarperCollins Publishers
ISBN 13 :
Total Pages : 904 pages
Book Rating : 4.4/5 (91 download)

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Book Synopsis Marketing Decision Making by : Gary L. Lilien

Download or read book Marketing Decision Making written by Gary L. Lilien and published by HarperCollins Publishers. This book was released on 1983 with total page 904 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Handbook of Marketing Decision Models

Author : Berend Wierenga
Publisher : Springer Science & Business Media
ISBN 13 : 0387782125
Total Pages : 621 pages
Book Rating : 4.3/5 (877 download)

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Book Synopsis Handbook of Marketing Decision Models by : Berend Wierenga

Download or read book Handbook of Marketing Decision Models written by Berend Wierenga and published by Springer Science & Business Media. This book was released on 2008-09-11 with total page 621 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. The HANDBOOK OF MARKETING DECISION MODELS presents the state of the art in marketing decision models, dealing with new modeling areas such as customer relationship management, customer value and online marketing, but also describes recent developments in other areas. In the category of marketing mix models, the latest models for advertising, sales promotions, sales management, and competition are dealt with. New developments are presented in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets. Not only are the most recent models discussed, but the book also pays attention to the implementation of marketing models in companies and to applications in specific industries.

Handbook of Marketing Decision Models

Author : Berend Wierenga
Publisher : Springer
ISBN 13 : 3319569414
Total Pages : 598 pages
Book Rating : 4.3/5 (195 download)

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Book Synopsis Handbook of Marketing Decision Models by : Berend Wierenga

Download or read book Handbook of Marketing Decision Models written by Berend Wierenga and published by Springer. This book was released on 2017-07-12 with total page 598 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodological developments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.

Modeling Markets

Author : Peter S.H. Leeflang
Publisher : Springer
ISBN 13 : 1493920863
Total Pages : 408 pages
Book Rating : 4.4/5 (939 download)

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Book Synopsis Modeling Markets by : Peter S.H. Leeflang

Download or read book Modeling Markets written by Peter S.H. Leeflang and published by Springer. This book was released on 2014-11-12 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. Modeling Markets presents a comprehensive overview of the tools and methodologies that managers can use in decision making. It has long been known that even simple models outperform judgments in predicting outcomes in a wide variety of contexts. More complex models potentially provide insights about structural relations not available from casual observations. In this book, the authors present a wealth of insights developed at the forefront of the field, covering all key aspects of specification, estimation, validation and use of models. The most current insights and innovations in quantitative marketing are presented, including in-depth discussion of Bayesian estimation methods. Throughout the book, the authors provide examples and illustrations. This book will be of interest to researchers, analysts, managers and students who want to understand, develop or use models of marketing phenomena.

Marketing Decision Models

Author : Randall L. Schultz
Publisher : North-Holland
ISBN 13 :
Total Pages : 318 pages
Book Rating : 4.:/5 (319 download)

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Book Synopsis Marketing Decision Models by : Randall L. Schultz

Download or read book Marketing Decision Models written by Randall L. Schultz and published by North-Holland. This book was released on 1981 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Includes bibliographical references and index.

Instructor's manual for "Marketing Decision Making : a model building approach"

Author : Philip Kotler
Publisher :
ISBN 13 : 9780030858529
Total Pages : 111 pages
Book Rating : 4.8/5 (585 download)

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Book Synopsis Instructor's manual for "Marketing Decision Making : a model building approach" by : Philip Kotler

Download or read book Instructor's manual for "Marketing Decision Making : a model building approach" written by Philip Kotler and published by . This book was released on 1971 with total page 111 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Models

Author : Gary L. Lilien
Publisher : Prentice Hall
ISBN 13 : 9780135456415
Total Pages : 803 pages
Book Rating : 4.4/5 (564 download)

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Book Synopsis Marketing Models by : Gary L. Lilien

Download or read book Marketing Models written by Gary L. Lilien and published by Prentice Hall. This book was released on 1992 with total page 803 pages. Available in PDF, EPUB and Kindle. Book excerpt: The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or phenomena.

Intelligent Support Systems for Marketing Decisions

Author : Nikolaos F. Matsatsinis
Publisher : Springer Science & Business Media
ISBN 13 : 146151147X
Total Pages : 517 pages
Book Rating : 4.4/5 (615 download)

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Book Synopsis Intelligent Support Systems for Marketing Decisions by : Nikolaos F. Matsatsinis

Download or read book Intelligent Support Systems for Marketing Decisions written by Nikolaos F. Matsatsinis and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 517 pages. Available in PDF, EPUB and Kindle. Book excerpt: Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions. Part I discusses the basic concepts of multicriteria analysis vis-à-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.

Advanced Methods for Modeling Markets

Author : Peter S. H. Leeflang
Publisher : Springer
ISBN 13 : 3319534696
Total Pages : 733 pages
Book Rating : 4.3/5 (195 download)

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Book Synopsis Advanced Methods for Modeling Markets by : Peter S. H. Leeflang

Download or read book Advanced Methods for Modeling Markets written by Peter S. H. Leeflang and published by Springer. This book was released on 2017-08-29 with total page 733 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume presents advanced techniques to modeling markets, with a wide spectrum of topics, including advanced individual demand models, time series analysis, state space models, spatial models, structural models, mediation, models that specify competition and diffusion models. It is intended as a follow-on and companion to Modeling Markets (2015), in which the authors presented the basics of modeling markets along the classical steps of the model building process: specification, data collection, estimation, validation and implementation. This volume builds on the concepts presented in Modeling Markets with an emphasis on advanced methods that are used to specify, estimate and validate marketing models, including structural equation models, partial least squares, mixture models, and hidden Markov models, as well as generalized methods of moments, Bayesian analysis, non/semi-parametric estimation and endogeneity issues. Specific attention is given to big data. The market environment is changing rapidly and constantly. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performance. In today’s environment of information overload, the challenge is to make sense of the data that is being provided globally, in real time, from thousands of sources. Although marketing models are now widely accepted, the quality of the marketing decisions is critically dependent upon the quality of the models on which those decisions are based. This volume provides an authoritative and comprehensive review, with each chapter including: · an introduction to the method/methodology · a numerical example/application in marketing · references to other marketing applications · suggestions about software. Featuring contributions from top authors in the field, this volume will explore current and future aspects of modeling markets, providing relevant and timely research and techniques to scientists, researchers, students, academics and practitioners in marketing, management and economics.

Principles of Marketing Engineering, 2nd Edition

Author : Gary L. Lilien
Publisher : DecisionPro
ISBN 13 : 0985764805
Total Pages : 287 pages
Book Rating : 4.9/5 (857 download)

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Book Synopsis Principles of Marketing Engineering, 2nd Edition by : Gary L. Lilien

Download or read book Principles of Marketing Engineering, 2nd Edition written by Gary L. Lilien and published by DecisionPro. This book was released on 2013 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering-putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.) We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. What's New In the 2nd Edition While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however Updated the examples and references. Added new content on customer lifetime value and customer valuation methods. Added several new pricing models. Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.

Creating Value with Big Data Analytics

Author : Peter C. Verhoef
Publisher : Routledge
ISBN 13 : 1317561929
Total Pages : 339 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis Creating Value with Big Data Analytics by : Peter C. Verhoef

Download or read book Creating Value with Big Data Analytics written by Peter C. Verhoef and published by Routledge. This book was released on 2016-01-08 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.

Handbook of Marketing

Author : Barton A Weitz
Publisher : SAGE
ISBN 13 : 9781412921206
Total Pages : 618 pages
Book Rating : 4.9/5 (212 download)

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Book Synopsis Handbook of Marketing by : Barton A Weitz

Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.

Marketing Decision Making and Decision Support

Author : Gerrit H. van Bruggen
Publisher : Now Publishers Inc
ISBN 13 : 1601983689
Total Pages : 136 pages
Book Rating : 4.6/5 (19 download)

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Book Synopsis Marketing Decision Making and Decision Support by : Gerrit H. van Bruggen

Download or read book Marketing Decision Making and Decision Support written by Gerrit H. van Bruggen and published by Now Publishers Inc. This book was released on 2010 with total page 136 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Decision Making and Decision Support addresses the topic of marketing management support systems (MMSS), which are computer-enabled devices that help marketers to make better decisions.

Decision Analytics Applications in Industry

Author : P. K. Kapur
Publisher : Springer Nature
ISBN 13 : 9811536430
Total Pages : 550 pages
Book Rating : 4.8/5 (115 download)

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Book Synopsis Decision Analytics Applications in Industry by : P. K. Kapur

Download or read book Decision Analytics Applications in Industry written by P. K. Kapur and published by Springer Nature. This book was released on 2020-05-27 with total page 550 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a range of qualitative and quantitative analyses in areas such as cybersecurity, sustainability, multivariate analysis, customer satisfaction, parametric programming, software reliability growth modeling, and blockchain technology, to name but a few. It also highlights integrated methods and practices in the areas of machine learning and genetic algorithms. After discussing applications in supply chains and logistics, cloud computing, six sigma, production management, big data analysis, satellite imaging, game theory, biometric systems, quality, and system performance, the book examines the latest developments and breakthroughs in the field of science and technology, and provides novel problem-solving methods. The themes discussed in the book link contributions by researchers and practitioners from different branches of engineering and management, and hailing from around the globe. These contributions provide scholars with a platform to derive maximum utility in the area of analytics by subscribing to the idea of managing business through system sciences, operations, and management. Managers and decision-makers can learn a great deal from the respective chapters, which will help them devise their own business strategies and find real-world solutions to complex industrial problems.