{"product_id":"9780792377726","title":"Building Models for Marketing Decisions","description":"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 identification  of changes in marketing programs that can improve brand performances.Building Models for Marketing Decisions describes marketing  models that managers can use as an aid 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, which is a revision and expansion of Naert and  Leeflang's Building Implementable Marketing Models (1978), the  authors discuss in detail the model-building process. They distinguish  four parts in this process: specification, estimation, validation and  use of models. 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.","brand":"Peter S.H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert","offers":[{"title":"Default Title","offer_id":45858019868990,"sku":"9780792377726","price":0.0,"currency_code":"ZAR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4357\/7662\/products\/9780792377726.jpg?v=1707327007","url":"https:\/\/exclusivebooks.co.za\/products\/9780792377726","provider":"Exclusive Books Online","version":"1.0","type":"link"}