Ebook: Market Response Models: Econometric and Time Series Analysis

From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. The bibliography of this book supports the notion that the academic research in marketing led the way. The journey was difficult, sometimes halting, but ultimately market response research advanced and then insinuated itself into the fabric of modern management.

---

This second edition of Market Response Models:
-places much more emphasis on the basic building blocks of market response modeling: markets, data, and sales drivers, through a separate chapter.
-splits the design of response models into separate chapters on static and dynamic models.
-discusses techniques and findings spawned by the marketing information revolution, e.g., scanner data.
-emphasizes new insights available on marketing sales drivers, especially improved understanding of sales promotion.
-demonstrates methodological developments to assess long-term impacts, where present, of current marketing efforts.
-includes a new chapter on sales forecasting.
-adds mini-case histories in the form of boxed inserts entitled Industry Perspectives, which are primarily written by business executives.

This book is truly the foundation of market response modeling.

---

This second edition of Market Response Models:
-places much more emphasis on the basic building blocks of market response modeling: markets, data, and sales drivers, through a separate chapter.
-splits the design of response models into separate chapters on static and dynamic models.
-discusses techniques and findings spawned by the marketing information revolution, e.g., scanner data.
-emphasizes new insights available on marketing sales drivers, especially improved understanding of sales promotion.
-demonstrates methodological developments to assess long-term impacts, where present, of current marketing efforts.
-includes a new chapter on sales forecasting.
-adds mini-case histories in the form of boxed inserts entitled Industry Perspectives, which are primarily written by business executives.

This book is truly the foundation of market response modeling.

Content:
Front Matter....Pages i-xiv
Response Models for Marketing Management....Pages 1-21
Markets, Data, and Sales Drivers....Pages 23-86
Design of Static Response Models....Pages 87-138
Design of Dynamic Response Models....Pages 139-182
Parameter Estimation and Model Testing....Pages 183-248
Single Marketing Time Series....Pages 249-284
Multiple Marketing Time Series....Pages 285-316
Empirical Findings and Managerial Insights....Pages 317-356
Making Marketing Plans and Sales Forecasts....Pages 357-404
Implementation....Pages 405-425
Back Matter....Pages 427-501

---

This second edition of Market Response Models:
-places much more emphasis on the basic building blocks of market response modeling: markets, data, and sales drivers, through a separate chapter.
-splits the design of response models into separate chapters on static and dynamic models.
-discusses techniques and findings spawned by the marketing information revolution, e.g., scanner data.
-emphasizes new insights available on marketing sales drivers, especially improved understanding of sales promotion.
-demonstrates methodological developments to assess long-term impacts, where present, of current marketing efforts.
-includes a new chapter on sales forecasting.
-adds mini-case histories in the form of boxed inserts entitled Industry Perspectives, which are primarily written by business executives.

This book is truly the foundation of market response modeling.

Content:
Front Matter....Pages i-xiv
Response Models for Marketing Management....Pages 1-21
Markets, Data, and Sales Drivers....Pages 23-86
Design of Static Response Models....Pages 87-138
Design of Dynamic Response Models....Pages 139-182
Parameter Estimation and Model Testing....Pages 183-248
Single Marketing Time Series....Pages 249-284
Multiple Marketing Time Series....Pages 285-316
Empirical Findings and Managerial Insights....Pages 317-356
Making Marketing Plans and Sales Forecasts....Pages 357-404
Implementation....Pages 405-425
Back Matter....Pages 427-501
....