Marketing Communication

Building Models for Marketing Decisions by P. S. H. Leeflang,

With advances in information technology marketing services and expertise in modeling, IRI introduced model-based services in the US that explain marketing services and predict essential parts of the marketplace. ACNielsen followed, marketing services and marketing researchers have been developing increasingly valid, useful marketing services and relevant models of marketplace behavior ever since. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions marketing services and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performances. Building Models for Marketing Decisions, Second Edition describes up-dated marketing models that managers can use as an aid in decision making.
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