Dominique M. Hanssens's Books

Market Response Models: Econometric and Time Series Analysis

By: Dominique M. Hanssens,Leonard J. Parsons,Randall L. Schultz

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Market Response Models: Econometric and Time Series Analysis

By: Dominique M. Hanssens,Leonard J. Parsons,Randall L. Schultz

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.

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Page Count

389

Publisher

Springer Science & Business Media

Published Date

ISBN 10

9400910738

ISBN 13

9789400910737

Market Response Models

Econometric and Time Series Analysis

By: Dominique M. Hanssens,Leonard J. Parsons,Randall L. Schultz

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Market Response Models

Econometric and Time Series Analysis

By: Dominique M. Hanssens,Leonard J. Parsons,Randall L. Schultz

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.

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Page Count

507

Publisher

Springer Science & Business Media

Published Date

ISBN 10

0306475944

ISBN 13

9780306475948

Customer Equity

Measurement, Management and Research Opportunities

By: Julian Villanueva,Dominique M. Hanssens

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Customer Equity

Measurement, Management and Research Opportunities

By: Julian Villanueva,Dominique M. Hanssens

Customer Equity reviews current models, offers a typology, and examines the fundamental question of whether a customer equity orientation can put a firm in a competitive advantage to other firms.

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Page Count

109

Publisher

Now Publishers Inc

Published Date

ISBN 10

1601980108

ISBN 13

9781601980106

Book's by Dominique M. Hanssens

Market Response Models: Econometric and Time Series Analysis

Market Response Models: Econometric and Time Series Analysis

Market Response Models

Market Response Models

Customer Equity

Customer Equity

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