1. Introduction -- 2. Bayesian Statistical Analysis -- 3. Computational Aspects of Bayesian Analysis -- 4. Prediction with Parameter Uncertainty -- 5. The Credibility Problem -- 6. The Hierarchical Bayesian Approach -- 7. The Hierarchical Normal Linear Model -- 8. Examples -- 9. Modifications to...

Marketing management is often portrayed as an information‐intensive process. Indeed the willingness to spend on market research is seen by some as a proxy for marketing orientation[1]. In the best firms this information is processed and disseminated by means of marketing information systems;...