Building Models for Marketing Decisions (INTERNATIONAL SERIES IN QUANTITATIVE MARKETING Volume 9) (International Series in Quantitative Marketing) - Peter S.H. Leeflang
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KORTE INHOUD
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities ...
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