Market Response Models: Econometric and Time Series Analysis

I. Introduction -- 1. Response Models in Marketing -- II. Econometric and Time Series Model Building -- 2. Design of Response Models -- 3. Parameter Estimation and Model Testing -- 4. Determining Functional Form and Lag Structure -- 5. Determining Causal Ordering -- III. ETS Models in Marketing -- 6. Sales and Market Share Response Models -- 7. Marketing Dynamics -- 8. Improving Marketing Decisions -- 9. An Application of ETS Modeling -- IV. Conclusion -- 10. ETS in Marketing Science and Practice.