Building Models for Marketing Decisions

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

Part of the International Series in Quantitative Marketing book series (ISQM, volume 9)

Table of contents

  1. Front Matter
    Pages i-xvi
  2. Introduction to marketing models

    1. Front Matter
      Pages 1-1
    2. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 3-12
    3. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 13-20
    4. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 21-36
    5. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 37-46
  3. Specification

    1. Front Matter
      Pages 47-47
    2. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 49-83
    3. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 85-99
    4. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 101-121
    5. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 123-155
    6. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 157-178
    7. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 179-199
    8. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 201-220
    9. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 221-249
    10. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 251-266
    11. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 267-297
  4. Parameterization and validation

    1. Front Matter
      Pages 299-299
    2. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 301-322
    3. Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert
      Pages 323-439

About this book

Introduction

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.

Keywords

Brand Promotion distribution marketing pricing

Authors and affiliations

  • Peter S. H. Leeflang
    • 1
  • Dick R. Wittink
    • 1
    • 2
  • Michel Wedel
    • 1
  • Philippe A. Naert
    • 3
  1. 1.University of GroningenThe Netherlands
  2. 2.Yale School of ManagementUSA
  3. 3.Tilburg UniversityThe Netherlands

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-4615-4050-2
  • Copyright Information Kluwer Academic Publishers Boston 2000
  • Publisher Name Springer, Boston, MA
  • eBook Packages Springer Book Archive
  • Print ISBN 978-0-7923-7813-6
  • Online ISBN 978-1-4615-4050-2
  • Series Print ISSN 0923-6716
  • About this book