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Tables of Contents for Market Response Models
Chapter/Section Title
Page #
Page Count
Preface
xi
I. INTRODUCTION
1
86
Response Models for Marketing Management
3
20
Modeling Marketing Systems
4
4
Empirical Response Models
8
2
Marketing Management Tasks
10
3
Marketing Information
13
3
Model-Based Planning and Forecasting
16
3
Plan of the Book
19
4
Markets, Data, and Sales Drivers
23
64
Markets
24
1
Data
25
23
Response Measures and Drivers
48
22
Aggregation
70
5
Road Map of Market Response Modeling Techniques
75
12
II. MARKET RESPONSE IN STATIONARY MARKETS
87
162
Design of Static Response Models
89
50
Relations Among Variables
90
4
Functional Forms
94
35
Aggregation of Relations
129
10
Design of Dynamic Response Models
139
44
Specification Issues in Dynamic Models
140
2
Discrete Time Models of Carryover
142
14
Shape of the Response Function Revisited
156
10
Reaction Functions
166
7
Temporal Aggregation Revisited
173
5
Marketing Models and Prior Knowledge
178
5
Parameter Estimation and Model Testing
183
66
Classification of Variables
184
1
Estimation
185
16
Testing
201
24
Flexible Functional Forms
225
4
Model Selection
229
11
Confirmatory vs. Exploratory Data Analysis
240
9
III. MARKET RESPONSE IN EVOLVING MARKETS
249
68
Single Marketing Time Series
251
34
Why Analyze Single Marketing Time Series?
252
1
The Components of a Time Series
253
9
Univariate Time Series Models
262
7
Model Identification and Estimation
269
10
Evolution vs. Stationarity
279
6
Multiple Marketing Time Series
285
32
The Transfer Function Model
286
12
Multivariate Persistence
298
5
Incorporating Long-Term Equilibrium Conditions
303
2
Diagnosing Long-Term Marketing Strategic Scenarios
305
4
Empirical Causal Ordering
309
6
On Using Time Series Analysis
315
2
IV. SOLVING MARKETING PROBLEMS WITH ETS
317
88
Empirical Findings and Managerial Insights
319
38
Measuring Marketing Effects
320
4
Empirical Marketing Generalizations
324
4
Brand-Level Findings and Generalizations
328
22
Industry-Level Findings and Generalizations
350
7
Making Marketing Plans and Sales Forecasts
357
48
Optimal Marketing Decisions
358
9
Embedded Competition
367
7
Forecasting
374
12
Forecasting without Market Response Models
386
4
Forecasting with Market Response Models
390
8
Simulation with Market Response Models
398
1
Combining Forecasting Methods and Models
399
6
V. Conclusion
405
22
Implementation
407
20
Nature of Implementation
408
4
Factors Affecting Implementation
412
8
The Demand for Market Response Models
420
7
Bibliography
427
54
Author Index
481
8
Company/Brand Index
489
2
Industry/Category/Product Index
491
2
Subject Index
493