Ulteriori informazioni
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.
About the Publisher
Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com
This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
