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Market Response Models

Econometric and Time Series Analysis

  • Dominique M. Hanssens
  • Leonard J. Parsons
  • Randall L. Schultz

Part of the International Series in Quantitative Marketing book series (ISQM, volume 12)

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Introduction

  3. Market Response in Stationary Markets

  4. Market Response in Evolving Markets

  5. Solving Marketing Problems with ETS

  6. Conclusion

    1. Pages 405-425
  7. Back Matter
    Pages 427-501

About this book

Introduction

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.

Keywords

Brand Promotion Sales design marketing time series time series analysis

Authors and affiliations

  • Dominique M. Hanssens
    • 1
  • Leonard J. Parsons
    • 2
  • Randall L. Schultz
    • 3
  1. 1.University of CaliforniaLos Angeles
  2. 2.Georgia Institute of TechnologyUSA
  3. 3.University of IowaUSA

Bibliographic information

  • DOI https://doi.org/10.1007/b109775
  • Copyright Information Kluwer Academic Publishers 2001
  • Publisher Name Springer, Boston, MA
  • eBook Packages Springer Book Archive
  • Print ISBN 978-0-7923-7826-6
  • Online ISBN 978-0-306-47594-8
  • Series Print ISSN 0923-6716
  • Buy this book on publisher's site
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