Estimating the Dynamic Effects of Marketing Communications Expenditures (Classic Reprint) - Softcover

Montgomery, David Bruce

Softcover

ISBN 10: 1334301042 ISBN 13: 9781334301049

Verlag: Forgotten Books, 2016

Inhaltsangabe

Excerpt from Estimating the Dynamic Effects of Marketing Communications Expenditures

The rise of marketing information systems has created new demands for model-based analyses of historical data to answer questions of the type listed above. Montgomery and Urban [34] have discussed the im portance of recognizing that a marketing decision-information system consists of four interdependent components: a model bank, a data bank, a measurement-statistics bank, and a communications capability. Given a set of decision-oriented models that address themselves to particular problems, attention centers on the estimation of key response parameters. Judgement, analysis of historical data, and special purpose studies are the basic sources of measurements for models. Information systems evolve over time and in such a context these three methods become stages in an iterative, continuing measurement process rather than ends in themselves. The usefulness of normative marketing models that rely partly or solely on subjective estimates of response parameters has been demonstrated in several problem areas including pricing [9, io, advertising [l8, 27, 28] and sales force management [29.

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Details zur Ausgabe

• Verlag: Forgotten Books
• Erscheinungsdatum: 2016
• Sprache: Englisch
• ISBN 10: 1334301042
• ISBN 13: 9781334301049
• Einband: Taschenbuch
• Anzahl der Seiten: 96
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