Close
Enter your search into one or more of the boxes below:
You can refine your search by selecting from any of the options below:
Search
An Econometric Approach to a Marketing Decision Model
Foyalty 70

An Econometric Approach to a Marketing Decision Model (Paperback)

£23.00
Currently unavailable to order online.
Email me when back in stock

Synopsis

This book describes the creation of a simulation model that is designed to serve as an artificial test market. The market is sufficiently realistic to permit it to be used for experimenting with a wide range of alternative marketing programs for a manufacturer of a branded, frequently purchased food product.



The simulator includes characterizations by brand and size of: (1) the rates of retailer promotions (such as retail price discounts, newspaper advertising, displays, signs and banners, special offers, and premiums) as a function of the promotional allowances offered by competing manufacturers; (2) the response of costumers in terms of sales volume to the aforementioned retailer's promotional activities; and (3) the transformation of these volume movement figures into estimates of manufacturer profitability. The simulation model is designed to take advantage of modern time-sharing computation facilities and permit virtually instantaneous assessment of alternatives, and to encourage the combining of executive judgments on current market conditions and probable retailer responses with historical data.



In order to develop the component of the stimulator which relates retailer promotional activities to consumer volume movement, econometric methods are used to analyze a remarkably complete set of data in such a way that the reader may follow the author's thought processes as they work through complex quantitative techniques. The econometric model that they develop is a multiple-equation model. The use of this type of model is relatively new in marketing, although econometricians have been familiar with these techniques for a number of years. The present study develops and discusses the special statistical methods required to estimate the parameters of such a model and postulates a specific model linking the demand for a given brand and size to the promotional activities of all the brand-size combinations present in the marketplace for the product in question.

BusinessEconomicsFinancial crises & disastersBusinessFinance & accountingFinanceBanking & finance: study & revision guidesBusinessFinance & accountingFinanceCredit & credit institutions Publisher: MIT Press Ltd Publication Date: 15/04/1971 ISBN-13: 9780262561891  Details: Type: Paperback Format: Books
Availability: Currently unavailable to order online.  

William Massy is Professor Emeritus of Education and Business Administration at Stanford University and former President of the Jackson Hole Higher Education Group, Inc.

More books by Ronald E. Frank

More books by William F. Massy

Leave Review

Delivery

Delivery Options

All delivery times quoted are the average, and cannot be guaranteed. These should be added to the availability message time, to determine when the goods will arrive. During checkout we will give you a cumulative estimated date for delivery.

Location 1st Book Each additional book Average Delivery Time
UK Standard Delivery FREE FREE 3-5 Days
UK First Class £4.50 £1.00 1-2 Days
UK Courier £7.00 £1.00 1-2 Days
Western Europe** Courier £17.00 £3.00 2-3 Days
Western Europe** Airmail £5.00 £1.50 4-14 Days
USA / Canada Courier £20.00 £3.00 2-4 Days
USA / Canada Airmail £7.00 £3.00 4-14 Days
Rest of World Courier £22.50 £3.00 3-6 Days
Rest of World Airmail £8.00 £3.00 7-21 Days

** Includes Austria, Belgium, Denmark, France, Germany, Greece, Iceland, Irish Republic, Italy, Luxembourg, Netherlands, Portugal, Spain, Sweden and Switzerland.

Delivery Help & FAQs

Returns Information

If you are not completely satisfied with your purchase*, you may return it to us in its original condition with in 30 days of receiving your delivery or collection notification email for a refund. Except for damaged items or delivery issues the cost of return postage is borne by the buyer. Your statutory rights are not affected.

* For Exclusions and terms on damaged or delivery issues see Returns Help & FAQs

You might also like

Shadow Banking and Market-Based Finance
(Paperback)
Tobias Adrian; Bradley Jones
 
 
£21.50
 
Analytical Techniques in the...
(Hardback)
Michalis Doumpos; Christos Lemonakis;...
 
 
£64.99
 
The Politics of Consumer Credit in ...
(Hardback)
Stuart Aveyard; Paul Corthorn; Sean...
 
 
£60.00
 
The Rise and Fall of Global...
(Paperback)
Milford Bateman; Stephanie...
 
 
£32.99
 
© W&G Foyle Ltd
Foyles uses cookies to help ensure your experience on our site is the best possible. Click here if you’d like to find out more about the types of cookies we use.
Accept and Close