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Longitudinal Models in Marketing
Vasudevan Sundararajan
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Beschreibung
Longitudinal models play a very important role in marketing model building, and there are some occasions when market research is conducted every day of the year. These longitudinal models can be useful to marketing managers to make many informed and important decisions for optimal allocation of resources to marketing mix variables. In particular, we cover three major applications of these principles adhering to Advertising tracking monitors, Brand Equity monitors, and sales promotion monitors. We introduce the reader to the basic principles and theory of econometrics in model building for analyzing sales and market share variables about marketing spending. Different functional forms are discussed in the book. And the readers are encouraged to use these functional forms to model the three monitors mentioned above. This book is targeted towards second-year MBA students and marketing/brand managers in companies to derive insights about the markets and competitors. This is followed up with different tools for forecasting companies' sales and market share. This book is useful for managers in durables and fast-moving consumer goods industries. This book addresses the need for when and where to make insights about marketing mix variables through econometric models. The author has 32 years of industry experience and is an expert in marketing models. The author has a Ph.D. in marketing from Purdue University. The book elucidates these theories without using complicated mathematical equations in simple-to-understand verbal models of complicated equations.
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