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MARKET RESPONSE MODELS
Econometric and Time Series Analysis
Second Edition
by
inique M. Hanssens
University of California, Los Ange
Leonard J. Parsons
Georgia Ins ute of Technology
Randall L. Schultz
University of Iowa
KLUWER ACADEMIC PUBLISHERS
NEW YORK, BOSTON, DORDRECHT, LONDON, MOSCOW
CONTENTS
Preface xi
I. INTRODUCTION 1
1. Response Models for Marketing Management 3
Modeling Marketing Systems 4
Empirical Response Models 8
Marketing Management Tasks 10
Marketing Information 13
Model-Based Planning and Forecasting 16
Plan ofthe Book 19
2. Markets, Data, and Sa Drivers 23
Markets 24
Data 25
Response Measures and Drivers 48
Aggregation 70
Road Map of Market Response Modeling Techniques 75
II. MARKET RESPONSE IN STATIONARY MARKETS 87
3. Design of Static Response Models 89
Relations Among Variab 90
Functional Forms
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