Building models for marketing decisions
By: Peter S.H. Leeflang ... [et al.].
Contributors: Leeflang, P. S. H., 1946-
Series: International series in quantitative marketing -- 9
Publisher: Kluwer; Springer
Published: 2000
Place of publication: Boston
Language: eng
Number of pages: 645
Subjects: Marketing -- Management -- Decision making -- Mathematical models.; Marketing -- Mathematical models.
Description: "Building Models for Marketing Decisions describes marketing models that managers can use as an aid in decision making. 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."--BOOK JACKET.
Notes: Includes bibliographical references (p. 579-615) and indexes.