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...

Response Models for Marketing Management -- Markets, Data, and Sales Drivers -- Market Response in Stationary Markets -- Design of Static Response Models -- Design of Dynamic Response Models -- Parameter Estimation and Model Testing -- Market Response in Evolving Markets -- Single Marketing Time...