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Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert

Building Models for Marketing Decisions (INTERNATIONAL SERIES IN QUANTITATIVE MARKETING Volume 9)

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ISBN: 079237813X
Издательство: Kluwer Academic Publishers
The market environment is changing rapidly. Prior to scanner data, ACNielsen, the major supplier of information on brand performances, said its business was to provide the score but not to explain or predict it. Now, model-based insights are not only demanded by managers, but can also be meaningfully provided. It is common for managers in many countries to receive market feedback frequently, quickly and in great detail due to the use of scanners and computers. With advances in information technology and expertise in modeling, IRI introduced model-based services in the US that explain and predict essential parts of the marketplace. ACNielsen followed, and marketing researchers have been developing increasingly valid, useful and relevant models of marketplace behavior ever since. 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...
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