Market Response Models: Econometric and Time Series Analysis (International Series in Quantitative Marketing)

Business & Money

Dominique M. Hanssens

Randall L. Schultz

Leonard J. Parsons

Economics

Kluwer Academic Publishers

This book reports over a decade's worth of research on the development of empirical response models that have important uses for generating marketing knowledge and improving marketing decisions. Some of its contributions to marketing are the following: 1. It integrates state-of-the art technical material with discussions of its relevance to management. 2. It provides continuity to a research stream over 20 years old. 3. It illustrates how marketing generalizations are the basis of marketing theory and marketing knowledge. 4. It shows how the research can be applied to marketing planning and forecasting. 5. It presents original research in marketing. The book addresses both marketing researchers and marketing managers. This can be done because empirical decision models are helpful in practice and are also based on theories of response. Econometric and time series analysis (ETS) is one of the few areas in marketing where there is little, if any, conflict between the academic sphere and the world of professional practice. Market Response Models is a sequel to Marketing Models and Econometric Research, published in 1976. It is rare for a research-oriented book in market ing to be updated or to have a sequel. Unlike many other methodologies, ETS research in marketing has stood the test of time. It remains the main method for discovering relations among marketing variables.

Management & Leadership

Springer

Empirical Generalizations about Marketing Impact answers the question: What do we know about the impact of marketing activities? Edited by Dominique M. Hanssens of UCLA, the 2015 edition updates MSI s best-selling 2009 book and provides evidence-based findings on new topics such as sales diffusion and social influence, word of mouth and sales elasticity, and the impact of service innovation. Contributors are leading academics with deep expertise in their marketing areas. For science-driven marketers and researchers seeking to build their business and brand, this should be the first step on their journey. - Joseph Baumann, Corporate Behavioral Science, Procter and Gamble
 An indispensable resource to the serious marketing practitioner who seeks a higher understanding of today s dynamic marketing environment. - Brennan Dell, Marketing Talent &amp; Capabilities, Dell

Empirical Generalizations about Marketing Impact, 2nd ed. (Relevant Knowledge Series)

Editor)

Marketing Science Institute

Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support (Research Handbooks in Business and Management series)

The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen methods chapters present an overview of specific marketing analytic methods in technical detail while twenty-two case studies present thorough examples of the use of each method.
The contributors featured are recognized authorities in their fields. Multidisciplinary in scope this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as Classical and Bayesian econometrics, Causality, Machine learning, Optimization, and recent advancements in Conjoint Analysis.
This standout collection of analytical methods and application will be useful and educational for all readers, whether they are academics or practitioners in marketing, public policy, or litigation.
Contributors include: M. Akemann, S. Albers, P. Albuquerque, G.M. Allenby, V. Altuglu, A.N. Angulo, A. Ansari, L. Ash, M. Bakker, R. Befurt, T.C. Borek, D. Borrego, B.J. Bronnenberg, Z. Chance, P.K. Chintagunta, M.G. Dekimpe, R. Dhar, D. Dzyabura, R.K. Fair, D.G. Fiebig, M. Fischer, A. Goldfarb, N.J. Goldstein, R. Guha, D.M. Hanssens, M. Hatzis, J.R. Howell, K. Huskey, R. Jacobson, D. Iacobucci, I. Ionova, S. Iyer, V.K. Kanuri, A. Lambrecht, A.Y. Lee, D.R. Lehmann, Y. Li, L. Ma, M.K. Mantrala, N. Mizik, L. O'Laughlin, D. Onul, A. Oza, K. Pauwels, E. Pavlov, K.I. Powers, V.R. Rao, R. Reed-Arthurs, D.M. Ringel, J. Roberts, P.E. Rossi, R. Schwabe, J. Silva-Risso, B. Skiera, J.H. Steckel, O. Toubia, M. Trusov, C. Tucker, A.M. Tybout, K. Wertenbroch, A.G. White, S. Woodhouse, H. Yoganarasimhan, J.D. Zona

Natalie Mizik

Marketing & Sales

Edward Elgar Publishing

The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 case studies present thorough examples of the use of each method. The contributors featured are recognized authorities in their fields. Multidisciplinary in scope, this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as classical and Bayesian econometrics, causality, machine learning, optimization, and recent advancements in conjoint analysis. 
 This standout collection of analytical methods and application will be useful and educational for all readers, whether they are academics or practitioners in marketing, public policy, or litigation.

Long-Term Impact of Marketing: A Compendium summarizes four decades of marketing science research by Professor Hanssens and coauthors. The book focuses on the topic of inferring long-term marketing impact on business performance from real-world data. It presents time-series analytic methods to measure the short- and long-term effects of marketing on business performance. As marketing data increase in quantity and quality, the application of the principles in the book are becoming more relevant and important. 
 Readership: Graduate students and researchers in the fields of marketing and econometrics.

LONG-TERM IMPACT OF MARKETING: A COMPENDIUM

World Scientific Publishing Co Pte Ltd

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