Modeling markets : analyzing marketing phenomena an d improving marketing decision making
Peter S.H. Leeflang, Jaap E. Wieringa, Tammo H.A. Bijmolt, Koen H. Pauwels.
New York
Springer
2015
xiv, 408 pages : illustrations
International series in quantitative marketing
analyzing marketing phenomena an d improving marketing decision making
Marketing
Marketing
Marketing
Demand )Economic theory(
Marketing
Demand )Economic theory(
Marketing
Marketing
HF
5415
.
135
.
L44
2015
Leeflang, P. S. H., 1946-
Includes bibliographical references an d index
Building models for markets -- Model specification -- Data -- Estimation an d testing -- Validation an d testing -- Re-estimation : introduction to more advanced estimation methods -- Examples of models for aggregate demand -- Individual demand models -- Examples of database marketing models -- Use : implementation issues