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...

The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 case...