| 书目名称 | Market Response Models | | 副标题 | Econometric and Time | | 编辑 | Dominique M. Hanssens,Leonard J. Parsons,Randall L | | 视频video | | | 概述 | A thoroughly-updated version for a new generation of marketing scholars and managers | | 丛书名称 | International Series in Quantitative Marketing | | 图书封面 |  | | 描述 | 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 | | 出版日期 | Book 2001Latest edition | | 关键词 | Brand; Promotion; Sales; design; marketing; time series; time series analysis | | 版次 | 2 | | doi | https://doi.org/10.1007/b109775 | | isbn_softcover | 978-1-4020-7368-7 | | isbn_ebook | 978-0-306-47594-8Series ISSN 0923-6716 Series E-ISSN 2199-1057 | | issn_series | 0923-6716 | | copyright | Springer-Verlag US 2001 |
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发表于 2025-3-21 19:52:50
