Brand tracking, CRM programs, trade shows, online behavior tracking, satisfaction studies. Mounds of marketing metrics are generated across touchpoints and channels. It can be information overload--to
Talk about marketing accountability has become almost commonplace. Most marketing executives understand the need to know the numbers. The real question is, ""Which numbers?"" Marketing Metrics in Acti
This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support
This volume presents advanced techniques to modeling markets, with a wide spectrum of topics, including advanced individual demand models, time series analysis, state space models, spatial models, str
