Analyzing Marketing Phenomena And Improving Marketing Decision Making
de Peter Leeflang, T. H. A Bijmolt, Koen H. Pauwels e Jaap E. Wieringa
Sobre o livro
This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. In this book, the authors present a wealth of insights developed at the forefront of the field, covering all key aspects of specification, estimation, validation and use of models.