Building models for marketing decisions
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"Building Models for Marketing Decisions describes marketing models that managers can use as an aid in decision making. In this book, which is a revision and expansion of Naert and Leeflang's Building Implementable Marketing Models (1978), the authors discuss in detail the model-building process. They distinguish four parts in this process: specification, estimation, validation and use of models. Throughout the book, the authors provide examples and illustrations.
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This book will be of interest to researchers, analysts, managers and students who want to understand, develop or use models of marketing phenomena."—BOOK JACKET.
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