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Modeling Markets

Analyzing Marketing Phenomena and Improving Marketing Decision Making

  • Peter S.H. Leeflang
  • Jaap E. Wieringa
  • Tammo H.A. Bijmolt
  • Koen H. Pauwels

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

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Peter S. H. Leeflang, Jaap E. Wieringa, Tammo H. A. Bijmolt, Koen H. Pauwels
    Pages 1-24
  3. Peter S. H. Leeflang, Jaap E. Wieringa, Tammo H. A. Bijmolt, Koen H. Pauwels
    Pages 25-63
  4. Peter S. H. Leeflang, Jaap E. Wieringa, Tammo H. A. Bijmolt, Koen H. Pauwels
    Pages 65-94
  5. Peter S. H. Leeflang, Jaap E. Wieringa, Tammo H. A. Bijmolt, Koen H. Pauwels
    Pages 95-120
  6. Peter S. H. Leeflang, Jaap E. Wieringa, Tammo H. A. Bijmolt, Koen H. Pauwels
    Pages 121-174
  7. Peter S. H. Leeflang, Jaap E. Wieringa, Tammo H. A. Bijmolt, Koen H. Pauwels
    Pages 175-222
  8. Peter S. H. Leeflang, Jaap E. Wieringa, Tammo H. A. Bijmolt, Koen H. Pauwels
    Pages 223-259
  9. Peter S. H. Leeflang, Jaap E. Wieringa, Tammo H. A. Bijmolt, Koen H. Pauwels
    Pages 261-305
  10. Peter S. H. Leeflang, Jaap E. Wieringa, Tammo H. A. Bijmolt, Koen H. Pauwels
    Pages 307-336
  11. Peter S. H. Leeflang, Jaap E. Wieringa, Tammo H. A. Bijmolt, Koen H. Pauwels
    Pages 337-371
  12. Back Matter
    Pages 373-408

About this book

Introduction

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 introduction of scanner equipment in retail outlets, the use of hand scan panels, and the data explosion caused by the Internet, the opportunity to obtain meaningful estimates of demand functions has vastly improved. 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.

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. 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. 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. Many current insights and innovations in quantitative marketing are presented. 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.

Keywords

Data analysis Diffusion models Marketing Marketing science Quantitative marketing Time series models

Authors and affiliations

  • Peter S.H. Leeflang
    • 1
  • Jaap E. Wieringa
    • 2
  • Tammo H.A. Bijmolt
    • 3
  • Koen H. Pauwels
    • 4
  1. 1.Department of MarketingUniversity of GroningenGroningenThe Netherlands
  2. 2.Department of MarketingUniversity of GroningenGroningenThe Netherlands
  3. 3.Department of MarketingUniversity of GroningenGroningenThe Netherlands
  4. 4.Marketing DepartmentÖzyeğin UniversityIstanbulTurkey

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-4939-2086-0
  • Copyright Information Springer Science+Business Media New York 2015
  • Publisher Name Springer, New York, NY
  • eBook Packages Business and Economics
  • Print ISBN 978-1-4939-2085-3
  • Online ISBN 978-1-4939-2086-0
  • Series Print ISSN 0923-6716
  • Series Online ISSN 2199-1057
  • Buy this book on publisher's site